What are commercial headshots, and how to set yourself up for success in commercial acting?

So, you’re interested in breaking into commercial acting in Vancouver but aren’t quite sure where to start? Well, you’re in the right place. Let me offer you some insight.

When I first began acting, it took me quite a while to grasp how the industry works. I spent years figuring out how casting directors operate and how to navigate this competitive field. But, after plenty of trial and error, I eventually learned how to position myself to get auditions and, more importantly, how to book roles. Incidentally, commercials were my entry into film and television—this is true for many actors.

Now, acting is very much a numbers game. The more auditions you attend, the more likely you are to book something. On average, a good actor might expect to book 1 in every 10 to 50 auditions. It sounds daunting, but it’s simply the reality of the industry. Don’t fixate on booking every single role. Rejection often has nothing to do with your talent—it could be something as trivial as your hair color not matching the rest of the cast. The key is to persevere, present yourself well, build rapport with casting directors, and consistently deliver strong auditions. The roles will follow in due course.

To get started with auditions, you’ll need the following:

• The ability to take direction and engage an audience emotionally (i.e., acting talent).

• Quality commercial headshots.

• A reputable agent.

• The ability to self-tape auditions at home (which is becoming increasingly necessary).

WHAT MAKES A GREAT COMMERCIAL HEADSHOT?

To understand what makes a great commercial headshot, you must think like an advertiser. After all, commercials are designed to sell products to a specific audience. Your job is to portray someone the target demographic can relate to or engage with emotionally. Most of the time, you’re playing ordinary people—someone viewers can picture themselves being or knowing.

If you watch commercials, you’ll notice they often feature everyday individuals enjoying life or using a product. Whether it’s a parent preparing breakfast or a young professional in a new car, the key is relatability. Your age and type will dictate the kinds of roles you’re suited for. Take myself, for example—I’m in the 25-35 age bracket, fairly clean-cut and athletic. So, I’ve been cast as the ‘guy at the gym,’ ‘guy driving a car with friends,’ and the ‘young professional couple buying their first home.’ These are not particularly unique characters, but that’s the point.

I can’t stress this enough—watch commercials and observe who’s being cast. Why did they select that particular actor? Could you see yourself in a similar role? If so, make sure your headshot reflects that. In commercials, it’s less about having a strikingly unique look and more about being approachable and relatable to the audience.

EXPRESSIVENESS IS KEY

Commercial acting is all about expressing emotion, often joy, curiosity, contentment, excitement, frustration—sometimes subtly, sometimes exaggerated. The more expressive you are, the better. And when I say expressive, I mean you should be able to convincingly portray a range of emotions at varying intensities on command. There’s also a frequent element of light-heartedness or humor in commercials, so a good sense of comedic timing will only improve your chances of booking roles.

When we shoot your headshots, we want to capture this expressiveness. For commercial headshots, you need to look like someone who enjoys life—someone who can sell a product. If your headshot doesn’t convey that sense of joy or engagement, you might struggle to land auditions. Your photos should be professional, your wardrobe carefully considered, and, above all, you should appear approachable and joyful.

Let’s look at a few examples.

Here’s Autumn-Marie, a young actress who came to me for headshots as she prepared to seek representation. We captured a variety of expressions, focusing on her ability to engage and be relatable. You can easily imagine her in a commercial for a family meal, a road trip, or a soda advertisement. She has the kind of presence that fits seamlessly into commercials aimed at families or younger audiences.

Autumn-Marie also happens to be a ballerina, so we made sure to capture a headshot that subtly reflects this special skill. Commercials often call for people with specific abilities—whether that’s dancing, cooking, or anything else. Including headshots that hint at your particular talents gives casting directors a much clearer idea of what you bring to the table.

In fact, commercials sometimes require very specific skills or looks. They could be casting for anything from truckers and band members to yogis, chefs, or ballerinas. This is why it’s useful to include headshots that showcase the different sides of you on your casting profile. Although Autumn-Marie isn’t actually dancing in this shot, she absolutely looks like a ballerina, which she is. Her résumé will list the specific types of dance she excels in, and her future agent can easily use this shot if a casting call comes up looking for dancers in her age range. It’s the kind of headshot that immediately catches a casting director’s eye because she fits the part effortlessly. And with a closer look at her résumé, she’ll be landing that audition, no question.

Hopefully you get the idea, but let’s look quickly at a few more examples:

Next, we have Laura, a working mother. Her headshots convey a sense of capability and warmth—you can easily picture her working from home, driving a new car, or enjoying dinner at a restaurant.

Then there’s Moises, who exudes a vibrant energy in his headshots. Whether he’s imagined at a barbecue, playing with his children, or shopping for the latest tech gadget, Moises comes across as the everyday man who simply enjoys life—exactly what commercial casting directors are looking for.

I hope this sheds some light on the world of commercial headshots. If you're looking for more tips on how to prepare for your session—whether it’s advice on wardrobe, expressions, or anything else— CLICK HERE

If you’re interested in working with me on your next headshots, you can find INFO ABOUT MY SESSIONS AND RATES here.