Photographer

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The photographer is the person who presses the shutter release. In many situations, the photographer will fulfil all the roles associated with the creation of the shot, but may often benefit from an assistant. In a commercial advertising shoot, there might be a number of roles:

• creative director - the person ultimately responsible for the final advertisement programme
• art director - the person who has specified the design and look of the advertisement, and expects the photographer to deliver the desired result
• make up artist - responsible for the make up of any models, often also doing the work of a hairstylist
• costumes person - responsible for providing costumes. On a fashion shoot, this will be the stylist
• rigger - responsible for manhandling and setting up lights (only on very large shoots)
• set dresser - responsible for the background, props and incidental objects
• graphic artist - the person likely to do the postprocessing and preparing the advertisement for pre-press
• copywriter - the person who wrote the text for the advertisement, and probably won't be invited to the shoot
• account director - the person who, with the creative director, liaises with the client. The account director is only likely to be present if the client desires to be present
• model - anyone appearing in the shot, except people, such as celebrities who appear as themselves
• the client is the person paying for it all. For complex products, the client may provide a product specialist to set-up, demonstrate and operate the equipment.

In principle, a photo-shoot can expand endlessly in personnel until it begins to rival a film-set. In practice, time is money, and, particularly, time x number of people = money.

Despite the number of possible roles, and the consequent reduction in what the photographer does, the person behind the camera is, generally speaking, in charge.

For a small shoot, the model may look after their own costume, hair and make-up, based on a brief by the art director, and the photographer is responsible for the lighting. Generally, the background will have been specified by the art director, unless a cut-out or chromakey is intended, in which case the photographer will be responsible for it. The art director will also take responsibility for props and other set elements, and may personally supervise the graphic artist. A runner of some kind is generally advisable.