Modelling is not as narrow a career path as many people think. Strutting down catwalks and posing on the covers of high-end fashion magazines is the reality for runway and editorial models – in other words, those the industry is most synonymous with – but there are many other types of modelling in the biz. One of them is commercial modelling.
A commercial model is someone hired to appear in ads and promo campaigns for brands, products, and services. Commercial models appear in TV ads, catalogues, social media campaigns, websites, out-of-home ads on public transport and elsewhere, and corporate marketing materials, and their main purpose is to sell what they’re advertising. The woman smiling while brushing her teeth with Colgate? She’s a commercial model. That guy showcasing a male nightie in a catalogue? He’s one too.
They’re better known for their editorial work, but being the face of the world’s most recognisable brands has made millions for well-known models such as Kendall Jenner, David Gandy, and Kate Moss. More commonly, however, commercial modelling tries to give brands a human face, attempting to reflect real life (albeit a more polished version). This corner of the industry welcomes models of all ages, shapes, and looks. The emphasis is relatability, reflecting the real-world customers who may buy the products being sold. That means commercial modelling can be much more accessible than other strands.
If you fancy gracing an advertising billboard or starring in a TV ad while coining it in, read on. This is your step-by-step guide to becoming a commercial model.
1. Do your research.
To be a successful commercial model, you have to know your market. Find out what it takes to become a professional model, and then think specifically about commercial modelling. That means familiarising yourself with brands, advertising companies, and relevant modelling agencies. Look at models whose campaign work speaks to you. How do they pose and what about them is eye-grabbing? Think about your own physicality, poses, and how you may work with a photographer when the time comes.
2. Build your portfolio.
Like all models, a commercial model needs a stand-out portfolio or “book.” These are a collection of photographs used by casting directors to decide whether you’re right for the job. You’ll need at least one headshot, a full-length body pose, and shots that showcase your modelling talent. If you’re focusing on commercial work, your portfolio should emphasise that. Don’t go too arty; that’s not what commercial modelling is about. Think polished authenticity and a natural smile. You may not want to splash out on an expensive shoot before you get signed. Photos taken on your phone against a plain, well-lit backdrop will be fine. Once you’ve got a few professional shoots under your belt, those can be added to your portfolio. Until then, think about collaborating with an aspiring or early career photographer on a TFP shoot.
3. Freshen up your socials.
Many brands now discover new talent online. That means you have to really think about what you’re projecting on your socials. Keep it professional, post quality content, and engage with your audience to increase your visibility. Put photos you’re proud of on your profile and make sure you hashtag brands, agencies, and people you’d like to work with. Think of your online presence as another aspect of your portfolio. It’s your shop window, so make sure it's appealing to potential clients.
4. Get networking.
Networking with other industry professionals – from your fellow models to photographers, stylists, casting directors, and beyond – is vital if you want to get ahead. Search for industry-focused events taking place in your area, and attend them. Go to open casting calls and strike up conversations with people you meet there. There’s no harm in reaching out to other early to mid-career professionals in the field via social media and asking for their tips.
5. Find an agent.
Once you’re ready, it’s time to think about getting signed to a modelling agent. They have the contacts and the expertise, and they can put you in line for more exclusive castings.
6. Keep it real.
A lot of commercial modelling is about personality, confidence, and being comfortable in front of the camera. Practise posing naturally, and think about your posture and what you’re communicating visually. Also take some time to think about your health and well-being. Commercial models eat well, keep fit, and look after themselves physically and mentally. It’s a tough, competitive industry and being part of it relies on a great deal of personal resilience. Rejection is part of the job, so you have to be prepared to deal with that, pick yourself back up, and focus on the next opportunity that lies ahead.
Credit: Featureflash Photo Agency/Fred Duval/Shutterstock
Take a look at this list of high-earning commercial models. There aren’t that many household names. You may not have heard of Mona Tougaard, Sacha Quenby, or Bibi Breslin, but they are making strides in the commercial corner of the modelling industry. But there are plenty of big, recognisable names who have done their time in the commercial world too.
1. Kate Moss
The Croydon schoolgirl-turned-supermodel has been at the top of the modelling game for over 30 years. She became the face of Calvin Klein in 1992, and the rest is history. Burberry, Diet Coke, Skims, and Topshop are just some of the commercial brands she’s worked with.
As the face of Stella McCartney, Pepsi, Calvin Klein, and Tommy Hilfiger, Kendall Jenner knows how to work it as a top commercial model. Apparently worth over $80 million this Kardashian kid can coin it in.
3. David Gandy
Often called one of the world’s most successful male models, David Gandy has had extensive success as a commercial model. His piercing blue eyes and chiselled abs have made him a favourite with brands such as M&S, Banana Republic, and Dolce & Gabbana.
Rosie Huntington-Whiteley is a formidable British businesswoman, actress, and model. She’s got her own beauty brand and lingerie range, and she has worked on campaigns for brands such as Burberry, M&S, and, very famously, Victoria’s Secret.
5. Jourdan Dunn
Scouted as a teenager in Hammersmith Primark back in 2006, Londoner Jourdan Dunn has gone on to model for big commercial brands such as Topshop, Maybelline, and Burberry (alongside Naomi Campbell). She’s also appeared in a Beyoncé pop video!
