Project Planning

• Location scouting: Before you start your shoot, it’s important to scout the location at the same time of day that you’ll be shooting. Be sure to pay attention to lighting conditions, obstacles, construction, barriers to accessibility or other factors that could affect the shoot.  
• Have a game plan: Come prepared with a specific shot list. This can go a long way to creating a seamless, efficient photoshoot. 
• Brand it: If possible, plan to incorporate McMaster’s Heritage Maroon colour or logos into your shots in a way that feels authentic to the environment. 
• Prepare the people: To maintain an authentic feel, people should be dressed appropriately. Neutral tones and well-fitted clothing work best, so we suggest avoiding excessively patterned, all-white or all-black clothing, as well as clothing that is ripped, torn or wrinkled.

• Gain approval: Remember to obtain signed consent from everyone in the photo or video when conducting the shoot. If anyone involved in your shoot is under 18, they must have their parent or guardian’s permission. You can find the necessary forms here.  
• Event photography: If you’re shooting a large campus event, you must post signs notifying attendees that they may be included in your photos or videos. An example of such a sign can be found here. To ensure accessibility, inform attendees ahead of time on websites or event tickets, or have the moderator of the event announce it.
• Have fun!: The more fun you have on set, the more comfortable people will be on camera, helping you achieve that authentic, candid feeling we’re going for.  
• Diversity: As you work through your shot list, ensure each image thoughtfully represents individuality and avoids stereotypes. Ensure that photography practices are sensitive to the cultural, physical and personal attributes of the subjects, and seek their input on how they wish to be depicted.
• Privacy: Ensure privacy and enhance physical accessibility by providing designated spaces for outfit changes and touch-ups, along with restroom facilities that are accessible to individuals of all genders and are designed to accommodate a wide range of physical needs.

• Easy access: Once your shoot is over, the best practice is to use a platform like Adobe Lightroom for keywording and properly archiving your files. 
• Keep it true to the people: Ensure your editing involves proper colour balancing and accurate representation of skin tones. Retouching can be a helpful tool for making your image easier to interpret, but it’s important not to make any changes that distort an image’s true representation of a person.

DO:

• Take photos from various angles and viewpoints: This technique can go a long way to capturing dynamic, varied images.  
• Use different lenses for the same event: This choice helps produce a variety of shots for you to choose from later.  
• Capture moments of actions: These types of photos make the viewer feel involved and goes a long way to achieving the authenticity we’re looking for.

DON’T:

• Take unflattering photos: Photos of people eating or building shot in high-contrast times of the day are some examples to avoid. 
• Go off-brand: Overly angled images, isolated people, overly stylized photographs or abstract imagery aren’t considered on-brand and should be avoided where possible. 

Consent forms, called a Model Consent Form on the Brand Resource Library, should be available for signing to ensure proper commercial usage and publication. Consent forms can be downloaded from the Brand Resource Library. Getting permission from people in photographs that will be used in advertisements is required. Freelancers must contact the CMPA Visual Team to seek guidance before on campus photoshoots by emailing visualteam@mcmaster.ca.

Freelancers creating brand elements for McMaster University should adhere to these guidelines. Reach out to photographer@mcmaster.ca for any questions about photography elements and adherence to safety procedures.

Filming and photography on campus
Preparing a shot list and securing permissions for specific locations is crucial. For instance, shooting inside a lab requires permission from the lab manager and researcher, while outdoor campus shoots may require security clearance. Should you require the use of a drone on campus, please ensure to reach out to the CMPA Visual Team at visualteam@mcmaster.ca prior to commissioning a freelancer.