In a world where attention spans have dropped to just over eight seconds, and where most information is forgotten within 24 hours, the role of strong visual storytelling in modern communications has never been more important. Stories are significantly more memorable than facts alone, and images dramatically improve retention.
Whether profiling entrepreneurs, documenting community projects, or capturing the people behind innovation, great photography and video bring stories to life in ways written content often cannot. But what happens when your subjects are spread across multiple countries, or living and working in remote rural areas?
Coordinating shoots across multiple locations, particularly across Africa, comes with its own set of challenges. Time zones, language differences, logistics, payment systems and file delivery all require careful planning. Flexibility is essential.
At Gong, we often work internationally to capture stories where innovation and impact are happening. Over time, we’ve learned that successful multi-country shoots rely less on complex systems and more on good preparation, strong local partnerships, and clear, consistent communication.
A combination of video calls, email and WhatsApp is essential because connectivity can be unreliable, and photographers are often on location, so quick, direct communication is key.
Most recently, for the Royal Academy of Engineering, we coordinated photography and video shoots across 11 countries to tell the stories of 16 entrepreneurs shortlisted for the Africa Prize for Engineering Innovation (2025 and 2026).
Here is some of what we’ve learned.
ALWAYS START WITH A CLEAR BRIEF
Clear creative direction is critical, particularly when content from multiple countries needs to be edited together seamlessly.
We’ve found that combining an initial briefing call with a detailed written brief works best because the call allows you to introduce the project, align on objectives, and answer questions upfront. It also helps establish a rapport, and build a shared understanding across different countries, languages and cultural contexts.
The written brief then reinforces this, outlining the project background, key story themes, shot lists, technical requirements, visual references and deadlines. Providing examples of desired outputs helps ensure consistency.
Simple details matter. For example, we always remind photographers to avoid shooting outdoors at midday, when harsh sunlight can make images difficult to match with indoor content.
WORK WITH A STRONG LOCAL LEAD
One of the most effective ways to manage a multi-country project is to appoint a locally based senior photographer or videographer as a central coordinator.
In our case, our Kenya-based photography partner acts as an extension of our team, coordinating photographers, advising on technical issues, and managing quality control. He receives all raw footage, refines shot lists, and oversees editing, ensuring consistency across markets.
A strong local lead also helps navigate on-the-ground challenges. These might include access issues, local regulations, or unexpected logistical barriers. Creating a space for photographers to share experiences and solutions can be invaluable.
Just as importantly, local leads often have strong regional networks. Rather than sourcing photographers individually in each country, they can recommend trusted professionals — saving time and improving reliability.
SELECT PHOTOGRAPHERS CAREFULLY
Consistency across locations depends heavily on choosing the right photographers, so always review portfolios with your lead photographer before confirming assignments. Look for experience in documentary or editorial storytelling, especially when working on people profiles or including interviews.
Even when shooting in very different environments, selecting photographers with a similar visual style helps maintain a coherent overall output.
PLAN FOR LANGUAGE DIFFERENCES
Language is a key consideration in any international project. Across Africa, projects may involve English, French and Portuguese-speaking countries, or local tribal languages
While many photographers and participants are comfortable working in English, briefing documents or contracts may still need translation to avoid misunderstandings.
It’s also important to specify clearly what language video interviews should be conducted in. Some projects require English for international audiences, while others benefit from local language interviews with subtitles.
Clarifying this early (and reminding photographers before the shoot) helps avoid confusion and costly reshoots.
AGREE DELIVERABLES AND FILE SHARING EARLY
Photography and video files are large, so agreeing upfront how content will be delivered is essential. And to help avoid delays and ensure smoother post-production, your brief should also clearly define the number of outputs required, file formats, resolution, and deadlines.
Platforms such as Dropbox, Google Drive or WeTransfer are commonly used but it can still be problematic getting raw footage transferred with local power cuts and internet outages, so it is important to factor in sufficient time.
STRUCTURE PAYMENTS REALISTICALLY
Payment systems vary widely across countries. Photographers may request payment via mobile money, Western Union or local transfer systems rather than traditional bank accounts, so this is another point that needs to be agreed early on. A common structure is 50% upfront and 50% on delivery, and prompt payment is often expected, so internal finance processes should be set up accordingly.
It’s also important to clarify responsibility for local taxes or bank fees in advance and, where possible, agree fees in USD, GBP or EUR to avoid exchange rate fluctuations.
FACTOR IN TRAVEL AND LOGISTICS
When shoots take place outside major cities, we typically ask for estimated expenses in advance e.g. for transport and accommodation, separate from the photographer’s fee, and require receipts for reimbursement.
CONNECT PHOTOGRAPHERS AND SUBJECTS DIRECTLY
Once a shoot is confirmed, ensure photographers and subjects have each other’s contact details.
Direct communication makes it easier to coordinate timing, locations and any last-minute changes. It’s a simple step that can make a significant difference on the day.
CLARIFY RIGHTS AND PERMISSIONS
Before work begins, ensure all legal and administrative requirements are in place, including NDAs for photographers where needed, and image release forms for all participants. These should be shared in advance and signed on the day of the shoot.
It’s also important to confirm ownership of the final content. In some cases, photographers may charge additional fees for full usage rights, so this should be agreed early.
MAKING INTERNATIONAL SHOOTS WORK
Coordinating photography and videography across multiple countries can seem complex, but the fundamentals are straightforward: clear briefs, strong relationships, and consistent communication.
Expect the unexpected, stay flexible, and ensure your team is always accessible to support photographers on the ground.
With the right approach, pan-African projects can deliver powerful visual storytelling, connecting audiences with the people and ideas driving change across the continent.
