Commercial model in modeling: meaning, example and tips

How it works

Commercial work is the largest part of the modeling market. For a bank, phone, food or cosmetics advert, clients look not for runway proportions but for an attractive, believable person the customer can relate to.

So the requirements are more flexible: a range of ages, heights and figures, with the smile, naturalness and the ability to act out a situation mattering most. Movement on camera, speaking or reacting is often needed too.

Commercial jobs pay better than editorials, especially when a usage fee is added to the day rate. Agencies often run them from a separate board.

In practice

A bank advert is looking for a woman around thirty who "looks like a real customer". Models from the commercial board, not the runway, are invited. At the casting they must smile and act out looking at a phone and being pleased. The job goes to the model whose reaction looked most natural.

What to watch for

Your portfolio needs smiles and real-life frames.
Practise natural reactions in front of a camera.
An intro video matters especially here.

Related terms

Types of work and modelsEditorialAn editorial is a magazine fashion or beauty shoot that tells a story or carries an idea, rather than selling one particular product.Types of work and modelsCampaignA campaign is a brand's seasonal advertising: pictures and video used in stores, online, in magazines and on billboards.Types of work and modelsCatalogue modelingCatalogue modeling is photographing products to sell: the clothes are shown clearly, on the model, for a printed or digital catalogue.Types of work and modelsE-commerce modelingE-commerce modeling means product pictures for an online store: the garment on a model against a plain background, from the front, side and back.Portfolio and materialsIntro videoAn intro video is a short clip of the model: name, height, where they are from, a few sentences and some movement, requested by an agency or client instead of a live casting.Money and rightsUsage rightsUsage rights define where, for how long and in which countries a client may use pictures or footage of the model.

Questions and answers

Frequently asked

01Does a commercial model need to be tall?

Usually not: looks, smile and naturalness matter more than runway height.

02How does a commercial model differ from an editorial one?

A commercial model sells a product to a broad audience; an editorial model creates a fashion image for magazines and high fashion.

Commercial model