Tips from a photographer: how to write a brief for an Image Request


Not only is Pickit the perfect place to access premium stock images, but you can even crowdsource your own custom photos. Our platform allows you to post an Image Request to our global community of over 10,000 photographers. They can then go out and capture a bespoke image that’s never been seen before, just for your project. Your picture, your way.   

To get the most out of this service, you need to be able to give photographers an effective creative brief in order to harness the essence of your vision. If you’re new to the world of commissioning a photographer, you might be a little unsure of what you should include.

What Exactly Is A Creative Brief?

The creative brief does not have to be an essay. It’s just a short summary of the practical and creative elements you want to see in the finished item. It sets out expectations on both sides before you start. If you asked a chef to make a meal just for you, you’d probably give them guidance on important details, like saying you’re vegetarian or have a peanut allergy.

It’s the same with your photographer - let them be creative, but within the framework of your preferences and needs. You’re much more likely to receive something to your taste if you communicate clearly from the beginning.


Set Specific Goals And Objectives:

  • Make it clear what the purpose of the photo is going to be, and for which channels: a print ad; social media post; blog post; logo etc.
  • Describe the emotions you want people to feel upon seeing the image: wonder, motivation, concern, joy etc - be a specific as you can.
  • Describe the CTA for the image - not necessarily the specific one you will publish alongside it, but the general behaviour you want to initiate from your audience: make a purchase; find out more about your brand; read more about a particular model; enter a competition etc.
  • Describe your desired audience in as much detail as possible, and include any geographic or cultural sensitivities that are important to your audience.
  • Give details of your company’s particular tone and style (if you have a style guide even better) and things to avoid - for example does your brand want to avoid images that reinforce specific cultural stereotypes.
  • Tell them how creative the photo should be - play it safe or be more risky; be literal or more metaphorical.

Of course, you should also include the practical information, such as format, deadline, your industry, desired color scheme and general theme. There’s no perfect formula for getting a stunning image.

However, by including as much detail as possible about what the photo is for, and how you want it to feel, the photographer has a much greater chance of fulfilling your brief and giving you something inspiring that will get people talking.   



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