A reveal under changing light cannot be repeated, so the photography plan should be agreed with the production team before the date. Confirm the cue timing, the positions the photographer may use, what the screens will show and whether any effects are planned. Then agree which reveal images matter most, so the photographer commits to those positions rather than guessing.
A reveal is the one moment in a launch that cannot be repeated. The lights drop, a screen changes, something appears, and a few seconds later the room is lit again. The photographs you receive depend on what was arranged before that moment.
This page is about the planning. For the wider picture, see our guide to launch and press-event photography.
What makes a reveal difficult to photograph?
Three things change at once. The light changes, often from very dark to very bright. The screens change, so what the audience sees at one second is gone at the next. Any effect, such as haze or projected light, also changes how the product looks.
The photographer cannot control any of this. What the photographer can do is know the cue, stand in a good position and know which images matter most. Those three things are arranged with the production team.
What should you ask the production team?
The production team runs the lights, screens and cues. These questions help the photographer and are usually easy for them to answer:
- When is the reveal cue, and who gives it?
- What will the lighting do before, during and after the reveal?
- What will the screens show, and can we see the content or a test?
- Are any special effects planned, and when?
- Where may the photographer stand, and where is off limits?
- Are there rules on flash or moving during the reveal?
Do not assume one answer applies to every venue. Rules on positions, effects and flash differ by venue and by organiser, so confirm them with the venue or authorised organiser for your date. Our guide to stage lighting, LED screens and mixed light explains why this matters for the image, and controlled stage effects covers effects in more detail.
Choosing the reveal images before the day
A reveal gives only a handful of chances. Decide which three or four images matter most. For example, the product at the moment of reveal, the spokesperson's reaction, the audience, and the product with the screen visible.
Each of these needs a different position. If the team wants all four, the photographer may need to choose a position that gives the best of two, or a second photographer may be needed. Ask us whether a second camera position can be included; we confirm it in writing for your date.
A hypothetical example
Imagine a launch in a hall where the room goes dark, a large screen plays a short film, and the product appears on the stage as the lights rise. The production team says the cue comes from the stage manager, and the front of the stage is off limits.
In that case the photographer plans to stand at the side of the hall with a clear view of the product position. The team agrees the three images that matter, including the moment the product appears under the lights. The photographer asks the stage manager for a spoken cue so the position is ready.
Screens and what they show
A screen is often part of the reveal. If the brand wants the screen content in the photograph, tell the photographer which content, at what moment. The screen shows one image at a time, and the moment moves on quickly.
Ask the production team whether the content can be held on screen for a few seconds at a rehearsal or at the end, so a clean image can be taken. Our venue photography checklist includes screen and lighting questions to ask the venue.
When a rehearsal helps
If a technical rehearsal is planned, ask whether the photographer may attend part of it. Seeing the light and the movement avoids guessing. Whether this is possible depends on the venue, the organiser and the schedule, so it is a request, not an expectation.
If there is no rehearsal, the cue and the position become more important. Agree them in writing. Our guide to launch events involving unreleased products covers the extra care needed when the product itself is confidential.
What to send us
Send the cue sheet or running order, the production contact, the venue and the images you most want. We read the brief, ask what is missing and propose positions and crew you can approve before the date.
Checklist
- Ask for the cue sheet or the reveal timing with a named production contact.
- Confirm which positions the photographer may use and which are off limits.
- Ask whether flash, lights on cameras or moving around are allowed during the reveal.
- Request the screen content or a preview of what will be shown.
- Ask whether special effects, haze or projection are planned, and when.
- Agree the three reveal images that matter most to your team.
- Ask whether the photographer can attend a technical rehearsal.
Send us the cue sheet or the production team's contact, and we will confirm the positions, the moments and the crew for your reveal in writing before the date.
Plan our reveal photographyCommon questions
Can the reveal be rehearsed so the photographer sees the lighting?
Often a technical rehearsal exists for the production crew. Ask whether the photographer may attend, even for part of it. Seeing the real light, the screen content and the stage movement lets the photographer choose a position instead of guessing. Whether access is possible depends on the venue and organiser, so ask early.
What if we cannot use flash during the reveal?
Some productions ask for no flash, because it disturbs the effect or the audience. Tell us the rule in advance. We plan around available light and the stage lighting, and we ask the production team which positions suit that. Do not assume a rule applies; confirm it with the venue or organiser.
Will screen content appear correctly in the photographs?
Screens can look different in photographs than to the eye, for example with bands or colour shifts. Ask the production team for the screen content in advance and, if possible, a test. Tell us which screen images are important, so we can plan the moment for them rather than rely on one chance.
Who tells the photographer when the reveal is about to happen?
Ask the production team to name a contact who can give a cue, such as a stage manager. Without a cue, the photographer relies on the written run sheet, which can change on the day. We agree the contact with you before the event.
Plan our reveal photography
Send us the cue sheet or the production team's contact, and we will confirm the positions, the moments and the crew for your reveal in writing before the date.
What happens next: You send your event details on WhatsApp. Our team reads the brief, asks what is missing, then confirms in writing whether the date, venue and coverage can be booked, with a quotation. Opening WhatsApp does not send anything, and a message is not a booking until both sides confirm.
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