Campaign in modeling: meaning, example and tips

How it works

A campaign is one of a model's most coveted jobs. Many people will see it, it pays best, and a campaign for a known brand immediately raises a model's value to other clients.

The fee is made up of the day rate and a usage fee for channels, countries and time. Exclusivity is often requested too, so the model does not advertise competitors for a while.

Campaign castings have several rounds, and the decision is taken not only by the photographer but by the brand's management. Before the job, know exactly where and for how long the material will be used.

In practice

A fashion brand books a model for its seasonal campaign: one shoot day and a short video. A usage fee for one year in stores and online in the Baltic states, plus six months' exclusivity against other clothing brands, is added to the day rate. The campaign comes out two months later.

What to watch for

Check the usage: channels, countries, term.
Exclusivity should be paid separately.
Save the campaign pictures for your portfolio.

Related terms

Money and rightsUsage rightsUsage rights define where, for how long and in which countries a client may use pictures or footage of the model.Money and rightsBuyoutA buyout is a one-off fee with which a client buys in advance the right to use the pictures in set channels, a territory and a period.Agencies and representationExclusivityExclusivity means that only one agency represents the model in a given territory, or that for a set time the model works for only one brand.Types of work and modelsCommercial modelA commercial model advertises products and services to a broad audience: in adverts, catalogues, packaging and on social media.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.

Questions and answers

Frequently asked

01How much does a campaign pay?

Much more than other jobs, because a usage fee is added to the day rate. The figure depends on the brand, the channels and the countries.

02How is a campaign different from an editorial?

A campaign sells a specific brand and is paid; an editorial tells a story for a magazine and pays little.

Campaign