What Is Commercial Photography? A Business Perspective
A Commercial Photography Definition
We get asked this question a lot—what is commercial photography? Commercial photography is the business-to-business (B2B) practice of creating images sold to businesses for use in marketing, advertising, and branding.
This contrasts with consumer photography (B2C), where images are created for personal use, such as weddings, portraits, and event participation photography.
B2B vs B2C Photography
The table below highlights the key differences between commercial (B2B) and consumer (B2C) photography:
Type
Primary Buyer
Purpose
Usage
Commercial Photography (B2B)
Businesses and brands
Advertising, marketing, corporate communications
Advertising campaigns, product packaging, websites, social media, brochures, editorial spreads, and corporate reports etc.
Consumer Photography (B2C)
People as individual consumers
Personal memories, lifestyle, event participation
Wedding, family portraits, newborn, consumer events etc.
Image Licencing
Includes usage rights agreements
Single-use, people-owned images
A commercial photographer’s work might appear in advertising campaigns, product packaging, websites, social media, brochures, editorial spreads, and corporate reports. Unlike consumer photography, where personal emotion and sentiment often drive purchasing decisions, commercial photography is directly tied to business objectives—helping brands sell products, communicate value, and build awareness.
The Role of a Commercial Photographer
Traditionally, commercial photography focused on capturing high-quality still images for advertising, product promotion, and branding.
Today, commercial photography encompasses both stills and motion, reflecting the evolving needs of businesses in a digital-first world.
With the converging worlds of still imagery and motion, commercial photographers increasingly explore the vibrant realm of video production, integrating video and motion graphics to create engaging and impactful visual assets.
Motion Assets in Commercial Photography
Motion-based work may include:
- Promotional videos
- Explainer videos
- Product demonstrations
- Short-form content for social media
- Corporate videos for internal and external communications
Combining Stills & Motion
Many commercial photography projects now involve capturing both stills and motion content simultaneously, enabling businesses to leverage multiple formats for their marketing and communication efforts. We’ve built a team for this—to create both stills and motion assets at the same time that sit harmoniously together.
Examples include:
- A corporate shoot capturing stills, video interviews and b-roll footage to incorporate into the edit for a company website and broadcast media use.
- A product photography shoot that captures static images for print ads while also filming a short video showcasing the product in action.
As businesses seek more versatile assets, commercial photographers continue to expand their skill sets, offering a seamless blend of photography and video production to meet the evolving needs of brands.
A commercial photographer is not just an image-maker but a strategic creative partner. The role extends beyond technical photography skills to include:
- Understanding a client’s brand and target audience.
- Working with marketing teams, designers, and agencies to align with business goals.
- Managing pre-production, including scouting locations, organising talent, and planning shot lists.
- Ensuring technical precision in lighting, composition, and post-production.
- Delivering high-quality assets that meet commercial licencing and usage requirements.
Commercial Photography in Marketing & Communications
Commercial photography plays a vital role in both marketing and communications, serving internal and external brand needs beyond traditional advertising.
Marketing Applications
- Websites and social media content
- Blogs, eDMs, and direct mail campaigns
- Flyers, brochures, catalogues, and manuals
- Editorial and PR photography for media coverage
Internal & External Communications
- Employee engagement materials, such as training guides and corporate events
- Internal newsletters and intranet content
- Stakeholder reports and investor communications
The rise of digital and social media has led businesses to invest more in evergreen visual assets—high-quality images that remain relevant long-term, as opposed to short-lived social media content. This shift focuses on creating lasting, versatile assets that reflect a brand’s identity, until significant changes, such as personnel or location updates.
The Australian Commercial Photography Landscape
While commercial photography follows global industry trends, there are unique factors that shape the Australian market:
1. Geography and Market Scale
Australia’s vast landmass and dispersed population influence how commercial photographers operate. Unlike larger, denser markets such as the US or Europe, Australian commercial photographers often work across multiple disciplines to sustain their businesses—balancing corporate, advertising, and editorial projects.
2. Legal and Licencing Considerations
Australia’s copyright laws automatically grant photographers ownership of their work unless otherwise agreed. However, many commercial projects require specific licencing terms that should be clearly outlined in contracts. Understanding moral rights and model release laws is also crucial when working with brands and talent.
3. Industry Niches and Specialisations
Australia has strong industries in mining, agriculture, tourism, and e-commerce—creating demand for niche commercial photography services. Some key areas include:
- Agriculture Photography – Capturing the scale, innovation, and sustainability of farming operations, livestock, and agribusiness.
- Corporate and Brand Photography – Helping Australian businesses establish professional brand identities.
- E-commerce and Product Photography – Supporting the booming online retail sector.
- Mining and Industrial Photography – Showcasing large-scale operations and safety procedures.
- Tourism and Hospitality Photography – Creating aspirational imagery for travel and lifestyle brands.
Professional Bodies for Commercial Photographers in Australia
For commercial photographers operating in Australia, joining a professional body can provide valuable networking opportunities, industry insights, and resources for business growth. Some key organisations include:
1. The Media, Entertainment & Arts Alliance (MEAA)
The MEAA represents media professionals, including photographers working in editorial and commercial spaces. They advocate for fair pay and ethical work practices.
Website: https://www.meaa.org
2. Image Makers Association Australia (IMAA)
The IMAA is dedicated to supporting professional photographers and filmmakers in Australia. It provides industry guidance, networking opportunities, and advocacy for fair business practices.
Website: https://www.imaa.org.au
Entering the Commercial Photography Industry
For photographers looking to transition into commercial work, here are some key steps:
1. Build a Portfolio with a Business Focus
Unlike consumer photography, commercial clients need to see a strong portfolio that aligns with their brand’s needs. A commercial portfolio should demonstrate:
- Strong lighting and composition skills.
- The ability to capture brand identity.
- A mix of product, lifestyle, and corporate work.
- High production value and retouching proficiency.
2. Understand Pricing and Licencing
Unlike retail photography, where pricing is often based on session fees and print sales, commercial photography pricing considers:
- Creative fees (photographer’s time and expertise).
- Usage fees (how the images will be used).
- Production costs (models, stylists, location fees, post-production).
Clear contracts and well-defined licencing agreements ensure professional compensation and long-term business sustainability.
3. Network and Collaborate with Industry Professionals
Success in commercial photography requires relationships with:
- Creative agencies and marketing professionals.
- Art directors and brand managers.
- Stylists, makeup artists, and set designers.
- Other commercial photographers who can offer insights and referrals.
4. Stay Informed on Industry Trends and Technology
From evolving camera technology to AI-driven image generation, the commercial photography landscape is constantly changing. Professional photographers must stay updated on:
- New lighting and post-production techniques.
- Industry shifts in branding and visual storytelling.
- The impact of AI and stock photography on the market.
Final Thoughts: The Value of Commercial Photography
Commercial photography is an essential tool for businesses worldwide, shaping how brands communicate and connect with their audiences. It’s a highly skilled profession that requires both creative vision and business acumen. Whether working locally in Australia or on a global scale, commercial photographers play a pivotal role in helping businesses tell their stories visually.
For photographers looking to enter or expand their commercial work, success lies in a combination of technical excellence, strong business foundations, and strategic industry connections.
References
Australian Copyright Council. (n.d.). Photographers & Copyright. Retrieved from https://www.copyright.org.au
Getty Images. (n.d.). Understanding Licencing & Image Rights. Retrieved from https://www.gettyimages.com
