EVENT PHOTOGRAPHY THAT INSPIRE, STORIES THAT FUND - Ocean Driven Media

A few days ago, while covering a conference in Rio de Janeiro, the penny finally dropped on why we do what we do. At these events, we typically share a large office space with the client, and it just so happened that one of the sales team was working a desk nearby. I couldn’t help but overhear her conversation.

She was pitching sponsorship packages for an upcoming conference and repeatedly referred to example images she had sent – showing what the advertising would look like and where it would be positioned. Those images, I soon realised, were the very photographs we have captured at these events. I confirmed this with her after the call. All those hours spent photographing delegates walking past banners, logging into sponsored Wi-Fi portals, engaging with social media walls, and moving through branded registration areas suddenly took on new meaning.

Typically, I’m given a checklist of required sponsorship images on the final day, and I make sure I capture anything I may have missed during the first two days. I’ll admit, I’ve sometimes questioned the value of these seemingly ‘routine’ shots but now I understand their importance. For event organisers, sponsorship revenue is a critical component of covering costs and generating profit. Selling these packages depends heavily on being able to show potential sponsors exactly what their brand exposure will look like. If a prospective client is anything like me, they may struggle to visualise a floor plan or imagine a registration area from a diagram alone.

But when they can see a photograph of their branding in a real-world setting, surrounded by delegates, the value becomes tangible, making the decision to invest far easier. Beyond supporting the sales and marketing teams, our work also plays a vital role in real-time communications. At the start of an event, organisers want to demonstrate momentum – that the conference is active, well attended, and worth being part of. Within minutes, images of delegates arriving on sponsored transport, registering, networking, or simply enjoying the venue (often spectacular in its own right) are shared across social media platforms. These visuals create immediacy and encourage engagement from those following remotely or considering attending.

The same applies to press activity. At this particular conference – focused on the airline and airport industry – delegates are often senior decision-makers. It’s not uncommon for major announcements to take place, such as the launch of a new route. For instance, a direct Johannesburg to Paris route with Air France might be unveiled, and all parties involved – the airlines, airports, and organisers – will want to communicate this news instantly. High-quality images are essential to accompany these announcements. Awards evenings are another example. Winners want to share their success without delay, and press releases are often pre written in anticipation. Once the awards are announced, images are quickly added and distributed, ensuring timely and impactful communication.

There is also a longer-term value to this work. Photographs of event setups, while not always urgent, become invaluable during the planning of future conferences. Organisers can review layouts, identify bottlenecks in delegate flow, and assess whether branding was positioned effectively. T hese visual records support continuous improvement and more strategic planning. Equally important is the ability to demonstrate value back to sponsors. Showing not just where branding was placed, but how it was experienced, ideally within a busy, engaged environment, strengthens the case for repeat investment.

For the organiser, this is key to sustaining and growing the event year after year. Sometimes, it takes a chance moment or an overheard conversation to fully appreciate the purpose behind the work we do. What can feel repetitive or lacking in meaning at times is, in fact, central to the commercial success of an event. I’ve always loved what I do. Each assignment is an opportunity to capture the best photograph I’ve ever taken, something that rarely happens, as there’s always room to improve. But understanding the broader impact of the work brings a renewed sense of purpose. It’s a reminder that every image captured contributes to a much bigger picture.

M: +27 (0)83 331 6796

E: wade@odmedia.co.za

W: www.odmedia.co.za

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