When I work with real people—not actors or seasoned presenters, but actual employees, customers, or community members featured in a commercial—I tend to loosen up my tone. I joke around, throw in some light banter, maybe even act a little clumsy on purpose. Not because I’m secretly auditioning for stand-up gigs, but because it helps. It really does.

They’re often nervous. They’ve been asked to stand in front of a camera, deliver a line, or just “act natural” in an incredibly unnatural setting. So I go into soft clown mode.

I fumble a line. I mispronounce something. I shrug off a missed take like it’s nothing (because, spoiler: it is nothing). Sometimes I say I forgot to hit the record button, … I do whatever it takes to make them feel like mistakes are part of the process—because they are. That little shift in energy? It can be the difference between stiff and relaxed. Between awkward and authentic.

But here’s the catch…

Sometimes my crew picks up on that vibe. And then suddenly, there’s a little too much joking around on set. The energy goes from relaxed to chaotic. And the person we’re filming, who finally started to feel safe, is now unsure again.

Because here’s the thing: while I use humour with purpose, not everyone sees the line between putting someone at ease and making light of the process. When the crew joins in the banter, even with the best intentions, it can muddy the dynamic.

So what do I do?

I remind myself (and my team) that the tone on set should serve the person in front of the lens. Not us. I’ve learned to calibrate my approach. Keep the jokes subtle, light. Still inviting, but with direction. And I’ll often pull the crew aside before or if necessary during the shoot and say:

“If you see me messing up on purpose or joking up, it’s not because I’m tired, confused or a clown, it’s for them. So don’t jump in with more chaos, unless you’re sure it’s helping.”

Because this isn’t about entertainment. It’s about comfort.
It’s about creating a safe zone where real people can be… well, real.

That’s when the magic happens.

And when it works? It’s gold. You get a real smile. The genuine gesture. The line delivered like a human, not a script.
So yes, I still joke. But like everything on set, timing is everything.

“Just to be clear, the photo at the top of the article is for illustration purposes — the article isn’t about anyone in the photo except me ;-)”