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How to Create Strong Commercial Photos That Get You Work

You’ve seen them thousands of times in magazines and newspapers and on billboards and posters — the “real” faces that entice you to buy everything from food to shampoo. Many of them are trained and skilled actors, but they’re also commercial models (and they earn between $50 – $250 an hour).

Commercial modeling is a still picture of a commercial. It’s acting without words. Photographers love hiring actors because they can take direction and provide a variety of layers of believable emotions.

One of the great aspects of commercial modeling, unlike fashion modeling, is that there are no height, weight, or age restrictions.

There are many beautiful women and handsome men who are commercial models. However, you do not need to have the “perfect” look to succeed. They are cast to appear in ads as the doctor, student, teacher, plumber, athlete, banker, farmer, nurse, etc. Open any non-fashion magazine and you will see commercial models working in many different types of ads.

Here’s the Trick to Creating Eye-Catching Commercial Photos

Deciding on your “image” might be the hardest part of the process of putting together effective commercial shots. You must figure out how people will perceive and cast you. You want to create powerful photos that allow others to see you as those types. Sexy shots can make a great photo, but they won’t necessarily get you commercial model bookings. For example, you need to figure out if you’re the suburban mom type, a pilates or yoga instructor, a teenager all the guys love, a real estate agent, nurse, nerd, mechanic, or rock climber. Do you look right drinking beer around a campfire, or feeling sick at an office desk – or both?

You want to create the right images for yourself, and make the shots look like ads (without any headlines, copy, logos or brand names). To guide you into creating shots that look like ads, peruse existing ads in non-fashion magazines, newspapers, and what’s available on stock photography websites.

Planning Your Shot

Since your new commercial photos won’t have any words, make sure each photograph itself tells the story. Take your time and be creative in thinking of different scenarios for your shots.

The most important thing to keep in mind is to make the photos look like ads. Do not pose for the camera. Show a wide range of believable expression and emotions for the different photos.

Having strong commercial photos that look like ads will give you your greatest chance for success.

So, here are the steps you want to take to create strong commercial photos:

  1. Figure out your type
  2. Get ideas of shots that will sell you by looking though non-fashion magazines and stock photography websites.
  3. Make a list of the expressions you need to show in the shots you will be creating.
  4. Practice creating those emotions in a believable way.
  5. Figure out your location for the shoot (if you are not shooting in a studio)
  6. Decide if any props are needed to help make the shot look like an ad (no logos or brand names should be visible)
  7. Find a number of photographers through Model Mayhem who are also interested in building their commercial portfolio.
  8. Interview them to make sure they are a good fit for you.
  9. Have a fun time on the shoot and make sure you get copies of the shots.

Some excerpts taken from Aaron Marcus’ book, How to Become a Successful Commercial Model.

Aaron Marcus

Aaron Marcus has been a full-time actor and commercial model for nearly 3 decades and has been cast in over 1,200 projects. He is the founder of www.HowToModel.com, and has given over 600 “Book the Job” workshops spanning 3 continents. You can receive 3 acting and modeling videos for free when you visit www.HowToModel.com.

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