Photography Treatments 101

What is a photography treatment?

A photography treatment is a visual and written proposal that communicates your creative vision for a commercial photography project. It's essentially your interpretation of the client's brief, showing them how you would approach their project if selected. A good treatment demonstrates your understanding of the client's needs, your unique creative perspective, and your technical approach to executing the vision. Think of it as a roadmap that shows clients not just what the final images might look like, but how you'll get there.

When and why are photographers asked to create treatments?

Treatments are typically requested during the bidding process for higher-value commercial photography projects. Clients and agencies use treatments to evaluate different photographers' creative approaches before making their final selection. You might be asked for a treatment when:

• Working with advertising agencies

• Bidding on major brand campaigns

• Pitching for editorial series

• Proposing complex production shoots

• Competing against other photographers for a significant project

Treatments help clients determine which photographer best understands their vision and has the creative approach that aligns with their goals.

What should be included in an effective photography treatment?

An effective treatment typically includes:

• A written concept that addresses the client's brief

• Your interpretation of the brand's identity and campaign goals

• Visual references (mood boards, lighting examples, color palettes)

• Location suggestions and scouting images (if applicable)

• Casting recommendations or examples of preferred models/talent

• Technical notes on equipment, lighting setups, or special techniques

• Production considerations (team structure, timeline)

• Examples from your portfolio that relate to the proposed approach

The most successful treatments strike a balance between following the brief and adding your unique creative perspective.

How detailed should a treatment be?

The level of detail depends on the project scope and client expectations, but most effective treatments are comprehensive without being overwhelming. Focus on clearly articulating your vision rather than creating an unnecessarily lengthy document. For major commercial campaigns, treatments might be 5-15 pages, while smaller projects might only need 2-3 pages. When in doubt, ask the client what level of detail they expect, and remember that quality of thought matters more than quantity of pages.

Do I need to create custom imagery for a treatment?

Most clients understand that treatments use reference images and mood boards to convey concepts. However, including relevant examples from your existing portfolio that demonstrate your ability to execute the proposed style is extremely valuable. For particularly competitive or high-budget projects, some photographers do choose to create custom test images to stand out, but this should be a strategic decision based on the potential return on that investment.

Should I charge for creating a treatment?

This is a nuanced question in the industry. For most standard commercial projects, creating treatments is considered part of the competitive bidding process and is not typically billable. However, for extremely complex or time-intensive treatments that require substantial research, custom imagery, or elaborate presentations, some experienced photographers negotiate a development fee, which may be applied to the project if they win the bid. As your career advances, you can be more selective about unpaid treatments, focusing on projects where the potential return justifies the investment.

How can I create an impressive treatment if I'm new to them?

If you're new to creating treatments, start by:

• Thoroughly analyzing the client brief and identifying key objectives

• Researching the brand's existing visual identity and target audience

• Collecting reference images that reflect your proposed aesthetic

• Writing a clear, concise explanation of your creative approach

• Having trusted colleagues review your treatment before submission

• Using simple design tools to create a professional-looking document

Remember that clarity of vision often trumps elaborate presentation. A thoughtful treatment that demonstrates genuine understanding of the client's needs can outperform flashier presentations that miss the mark conceptually.

How do treatments differ from mood boards?

While mood boards are often part of a treatment, a complete treatment goes much further. A mood board is primarily a visual collection of reference images showing aesthetic direction (colors, lighting, composition, etc.). A treatment, however, provides comprehensive context around those visual references—explaining your conceptual approach, technical execution plans, and how everything ties back to the client's objectives. Think of a mood board as one visual tool within the larger strategic document that is your treatment. The written elements of a treatment are just as important as the visual components.

Need help figuring out what to charge?

BaseRate helps photographers calculate usage and day rates for commercial clients.

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