When I first got started in the industry, in 1984, I had no idea that there was such a thing as commercial modeling. When I heard the word model, I immediately thought of supermodels walking down runways. Learning about commercial modeling has changed my career and life.
What is Commercial Modeling?
Let me first quickly explain the difference between fashion and commercial modeling. Fashion models start young. If a model is over 21 and has not already had success in the fashion world, there is little chance of the model finding representation. There are some exceptions to the rule, but typically, women are going to be between 5’9 – 6’0 tall and have a 34-inch bust, 24-inch waist and 34-inch hip. Male fashion models are normally 6’0 – 6’2 tall and wear a size 40 regular or long jacket and have a 30-32 size waist.
In commercial modeling people of all heights, weights, sizes, ages, and races are hired. I have worked with infants and people in their 80’s and all age’s in-between. There are some commercial modeling agencies that do have a minimum height requirement, but there are many who will work with all types.
Although there are beautiful woman and handsome men who are cast to work on high end commercial modeling ads, but many commercial models, only need to have the ability to look like a “real” person.
Fashion models normally promote high-end designer clothes; commercial models advertise everything else.
Every day you see commercial models in many different types of ads. They appear in newspapers, catalogs, magazines, editorials, brochures, on posters, billboards, on the side of a bus, packages of food items, household products, games, the Internet, etc.…
How much do commercial models earn?
The fees are different from city to city and job to job. Adult commercial models can expect to make anywhere from $50 to $250 an hour or get paid a flat fee for the day, but the rates vary from job to job and market to market. And, if the ad is in a “high exposure” format, (billboards, posters, on the box of a product, Internet, etc.) there are bonuses that are normally paid.
Using Your Acting Skills
If the ad is for a pharmaceutical product and the model needs to show pain, feel uncomfortable or show relief, then the actor/commercial model needs to tap into all of his/her acting skills and not only show that look, but what is best is if the talent gives the photographer many choices. All of my years of acting classes kick in during photo shoots. I treat commercial modeling jobs like any acting job. I will talk with the photographer and find out exactly what is happening with my character, figure out exactly what the character is thinking and feeling, and then transform that information into a variety of layers of emotions and expressions. And, keep this going for hours at a time. I view commercial modeling jobs as acting gigs without words.
Possessing these acting skills will allow the photographer and art/creative directors from ad agencies to concentrate on the technical aspects of the shoot, and not be worried if the talent can capture the look that is needed for the ad. This is why photographers love hiring actors for commercial modeling jobs.
Getting the chance to use my acting skills and get paid very well for the work, is really enjoyable. And, you never know how a commercial modeling job can help your career. I once did a commercial modeling job that was loved by the client and they decided to use me in the national TV campaign as well.
So, when you hear about a commercial modeling job, really think acting job minus the words.
*This article was written for the Expert Section of BackStage*
