Craig Oppenheimer – Producing and Pricing

“Hi, yes I’d like to hire you for an assignment and it has to happen tomorrow. Our day rate is $900 and we need the rights to images.” If that phone call hit you today, would you be prepared to answer it? Well this episode of The Creative Freelancer can help educate you to know what questions to ask and how to make sure you aren’t screwing yourself by agreeing to anything over the phone.

Craig Oppenheimer is an executive producer at Wonderful Machine and is pretty much a rockstar when it comes to accurately pricing proposals and estimates for both photographers and advertising clients.

Based outside of Philadelphia, Wonderful Machine is a production company with a network of over 700 photographers around the world. In addition to working with ad agencies, graphic design firms, corporations, brands and magazines to produce shoot of all shapes and sizes, Wonderful Machine has a staff of photo editorsdesignerspublicistsmarketing consultants and producers who consult with photographers to help them with every aspect of their business.

Craig and his team have produced shoots for clients such as Land Rover, Reebok, Pepsi, New Balance, Ford, Sony, Bentley, Coca-Cola and more.

This episode is packed with some real life tips based on Craig’s extensive pricing, negotiating and production experience. We talk about what the biggest mistakes he sees photographers make as well as instances in which photographers have left money on the table. Tune in below and share with someone who you know would benefit from this conversation.

Craig's Career

  • September 2004

    College at Towson

    Began college at Towson University near Baltimore, MD.

  • June 2006

    Internship at Stick and Move

    Internship at Stick and Move (now part of Red Tettemer O’Connell and Partners) in Philadelphia

  • December 2007

    Abroad in Scotland

    Study abroad through Napier University in Edinburgh, Scotland focusing on corporate communications

  • May 2007

    Abroad in London

    Study abroad through Syracuse University in London, UK with a focus on photography

  • January 2008

    Internship at TBC

    Internship at TBC in Baltimore

  • March 2008

    Designer for Red Bull

    Freelance graphic designer for Red Bull

  • May 2008

    Graduated from Towson

    Graduated College (with honors). Majored in mass communications with a focus on advertising, and minored in art with a focus on photography.

  • October 2008

    Hired as Art Buyer

    Hired as an Art Buyer for Bank of America’s internal ad agency in Wilmington, DE. 

  • June 2010

    Photography assistant to Ryan Donnell in Philadelphia

  • August 2010

    Creative Asset Manager

    Hired as a Creative Asset Manager at Harte Hanks in Yardley, PA.

  • February 2011

    Producer at Wonderful Machine

    Hired as a Producer for Wonderful Machine

  • January 2014

    Executive Producer

    Executive Producer at Wonderful Machine

  • December 2015


    Interview with The Creative Freelancer