In a world where AI-generated content is on the rise, authenticity is becoming a rare and valuable commodity. Real people bring genuine emotions, natural interactions, and a true connection to the brand. And let’s be real—consumers can spot staged, overproduced ads from a distance.

But… there’s a challenge.

Most of these people have zero experience in front of a camera. No trained poses, no rehearsed expressions, no idea what to do with their hands, uncontrolled smile, and their eyse roll all over the place because they see so much going on in front of them. And as much as authenticity is great, a campaign still needs strong visuals that work. And don't forget that there are also props to take in to account. In this particular shoot, a 20kilogram car battery!

Luckily, that’s where we, as professionals, come in.

The challenges of working with Non-Models

• Nervousness & Stiffness: Many people freeze when a camera is pointed at them. They start overthinking every move, and suddenly, their natural energy is gone.

• Lack of Body Awareness: Unlike trained models, first-timers don’t instinctively know how to move, position themselves, or express emotion on demand.

• Energy Management: A photoshoot isn’t just “stand here and smile.” It takes time, and keeping someone engaged (and looking fresh) throughout a long day is a real challenge.

But instead of seeing this as a problem, I approach it as a creative challenge one that can be solved with the right preparation, guidance, and a solid team.

How we make it work

Pre-shoot screening:

One of my go-to tricks? I ask candidates to send me a short introduction video before the shoot. If they already come across as fresh, confident, and spontaneous on video, there’s a good chance they’ll be workable on set. If they seem stiff or overly rehearsed, I know I’ll need to put in extra effort to bring out their personality.

Pre-lighting before they arrive:

One key trick to keeping non-models fresh and engaged? We pre-light everything with the crew beforehand, so when they step onto set, we’re ready to go. That way, they’re not standing around waiting, getting bored, stressed, or—worst case—already giving their best energy before the camera even starts rolling. Instead, they step into a smooth, prepared environment where they can focus on feeling comfortable and natural. And sometimes, that first shot is the one that is chosen. Because the energy, expression were fresh. Always start with the set and light setup completely finished & ready. You don't want to hear from your client: "Ah the expression here is great, to bad the light setup wasn't ready yet..."

Surrounded by a strong support team:

Working with experienced assistants, makeup artists, and production crew makes a huge difference. When non-models feel taken care of, they relax and that shows in the images.

Involving them in the process:

We don’t just place them in front of the camera and expect magic to happen. We involve them in the shoot, showing them what we’re doing, explaining why we’re positioning them a certain way, and letting them see the results in real-time. The more they understand what’s happening, the more confident they become. And when they feel confident, the results are naturally stronger, more relaxed, and more authentic. Especially with kids!

The Power of people skills

This is where my experience directing people really kicks in. It’s not just about giving technical instructions like “Turn your chin slightly” or “Relax your shoulders.” It’s about creating a vibe on set that puts people at ease. A little humor, some good conversation, and a comfortable atmosphere go a long way.

A Perfect example: The Bebat campaign

We put all of this into action for the Bebat campaign with Dallas The entire shoot revolved around real people, real energy, and a real connection to the brand. And while these employees had never modeled before, we made sure they felt comfortable, looked great, and most importantly—stayed true to themselves.

See the final results and more behind the scenes here: Bebat x Dallas Campaign

Authenticity isn’t just a buzzword, it’s what makes a campaign resonate. And when done right, even people with zero experience can become the best faces for a brand.