Commercial Modeling

Commercial modeling is a huge field, encompassing most forms of print modeling (modeling for
photographers), and modeling which doesn't involve photography. I will start with the non
photographic areas of modeling:

1) Promotional modeling which includes convention type events.

At conventions or trade shows, models are used as greeters at booths, they hand out literature,
handle promotional items such a hats, t-shirts, key chains (one booth I went to a year ago, a model
handed my a yo-yo, great item, we still play with them at the studio!), and sometimes answer basic
questions such as when seminars or demonstrations are scheduled. Yes, the girls are sometimes
eye-candy, but any good planner will tell you that the right model can increase traffic through a booth
substantially. One of the most successful models in the Washington market works two or three
convention/trade shows a month, and develops contacts with the marketing people who work the
booths to get print work. She has favorite clients and virtually all her print work comes from these
contacts, she has learned the customers product lines and is now considered an invaluable asset,
often traveling (at corporate expense) to major cities for these companies when they are participating
in a trade show. While most trade shows pay $100 to $300 a day, she now commands $500 a day
plus expenses with her best customers. Promotional modeling also includes passing out samples at
cosmetic counters (often during the Christmas buying season) during special promotions arranged by
the companies, and events like beer or liquor promotions at local watering holes (Bud Girls, Miller, or
TQ Hot, a spicy Tequila). You must be 21 in most jurisdictions for these jobs.

2) Tea room modeling.

Not a cat walk, but a fashion show usually arranged by a local department store where clothes are
shown in an informal atmosphere for select customers at the store or sometimes at a nice restaurant.
Sometimes the models are expected to be able to answer simple questions like how comfortable the
fabric feels, price points, even cleaning instructions. Contacting the local stores will allow a model to
find out if these events occur in your area, and how you arrange to be considered for the work. Some
of the major stores have teen boards, where local high school age models are used for local fashion
shows. A good way to get started, if you like fashion runway.

Now the areas of commercial modeling that involve photography:

Commercial Print is what is says, models used in photographic advertising. Models can be any size,
age or type. They must just be appropriate for the ad that is being shot. While the vast majority of
print models look like models (attractive), I worked in a print ad campaign where the art director told
me they needed a thug, and I looked like a thug! Go figure. I also wound up in a movie because the
roll called for a big, dumb, bald, white guy. Turns out they are hard to find at your local agency. I
qualified for SAG and they wanted to get me an agent. (I turned them down as the type of romantic
leading rolls I am constantly offered are so boring.)

Commercial print includes catalog modeling, beauty products, life style (such as models who appear
in health club ads, vacation layouts, et al), fashion ads (even those famous models doing Versace ads
are doing commercial print, not editorial work), anything where a model is used in an ad to sell a
product or a service. Most glamour print modeling such as swimsuit calendars, posters, etc. are a
form of commercial print work. The Sports Illustrated Swimsuit issue is editorial, and personally, I
consider the Playboy centerfold (and only the Playboy centerfold) to be a form of Editorial modeling,
but more on that tomorrow.

All kids are commercial models, and most observers consider all men to be commercial models.
Models are used in television ads and instructional or corporate videos. This is a very specialized but
lucrative area of modeling, and why Gino Cox often recommends getting involved in theater classes
and school plays while you are in school. You have to start somewhere, why not while you are
trapped in the educational system anyway?

Commercial modeling is by far the largest and most diverse field of modeling, and while the average
income of commercial models does not approach the levels of the top editorial models, many
commercial models make very attractive incomes, and work steadily with long careers. In truth, in the
US all agencies not located in New York are really commercial agencies, even the branches of the
majors like Ford and Elite (but don't tell them I said so, they can be very touchy about this.)

Okay, this is a quick overview of commercial modeling. I have hardly scratched the surface, but it will
give you a sense of the breadth of the field.

--
John Fisher
900 West Avenue, Suite 423
Miami Beach, Florida 33139
Voice: (305) 534-9322
Fax: (305) 675-9286
http://www.johnfisher.com