Breaking Down a $45k Shoot

And why your friend can't do it for $500.

We get asked this a lot—sometimes politely, sometimes with a little side-eye: "Why does this shoot cost $45,000 when my buddy with a camera can do it for $500?"

Our response? With love: go f*** yourself. We’re not having the same conversation.

Here’s the reality: a $45k production isn’t just about pointing a camera at a product and hitting record. It’s a machine. It’s dozens of moving pieces, dozens of humans, and hundreds of details that all have to click into place if you want something polished, effective, and worth using.

Let’s break it down.

1. Where the money goes

At the core are hard costs—your crew, logistics, and essentials that keep the whole thing running. On a recent $45k shoot, our lineup looked like this:

• Director

• Videographer

• Gaffer

• Key Grip

• 1st AC

• Prop Stylist

• Wardrobe Stylist

• 2 PAs

• Location rental

• Talent

• Hair & Makeup

• Producer

• Voiceover

• Video Edit

• Catering

  
  

That last one? Don’t underestimate it. Feed your crew well and they’ll treat your shoot like gold. Skimp and… learn the hard way what a hangry crew is like. And yes, crew are basically children—feed them, let them rest, talk through their feelings, and they’ll behave wonderfully.

2. The line items that make or break you

Usage rights. If you don’t calculate this correctly, talent costs will eat you alive. We know every going rate in town, which means we don’t get surprised and neither do our clients.

Locations. Want a pool? That’s minimum $1,500, usually $3k–$3,500.

Props. 100 balloons at 40¢ a pop? That’s three grand.

Coffee. We’re not doing Panera. In San Diego, $6 a head gets you better coffee—and a much happier crew.

3. The math that matters

Industry standard margin is 20–25%. If your math doesn’t get you there, the shoot isn’t sustainable. A simple rule of thumb:

Take your hard costs and double them. That’s your starting budget.

If you’re walking into a shoot where you’re going to lose money, don’t do it unless it’s a calculated play to grow your brand or break into a niche.

4. The luxury items

Not everything is essential—but some things are worth sneaking in when budget allows.

For Fjällräven shoots, we’ve brought in a masseuse for chair massages on set. We’ve even done sound baths. It’s not fluff; it breaks up the pressure cooker of a long shoot day and reminds everyone we’re humans creating something together.

5. The non-negotiables

What would we never cut, even if you took $5k out of the budget?

Core crew. You can’t compromise on your gaffer, your stylist, your producer. Without them, your content won’t perform. Period.

6. About that "exposure" line...

Let’s put this to bed: exposure is not payment. Early in your career, maybe it’s fine. But at a professional level? Bills > exposure.

If someone tries to pitch you “portfolio building” as compensation, they’re either clueless or trying to take advantage. The only exception? If you can flip it to your benefit. Always get your hard costs covered, always ask for something back, always counter.

To tie it all up with a metaphorically overworked bow:

A $45,000 shoot isn’t expensive—it’s appropriately priced for the army it takes to pull off something that actually moves the needle. Clients who understand this end up with assets that work. Clients who want the $500 friend with a camera? We wish them well.