When it comes to choosing a talent to appear in your marketing materials, most companies ask us if they should go with a professional talent or a non-professional one. Some things to consider are that a professional talent will be able to shoot faster, which saves time and money, and as part of their contract agreement, they are not allowed to appear in your competitor’s marketing campaign, meaning you are able to block off their images exclusively for your company for a period of time. One downside to using your own non-professional talent, such as an employee for your shoot, is that you do not have control of how long they will stay with your business. So, for example, if they leave and join another competitor company, your marketing photos and videos might be jeopardised.
While we do advise that choosing a professional talent is the way to go, companies tend to still opt for non-professional talents due to a number of reasons, such as a lower budget or wanting to show their genuine employees and customers. Whether it is promotional photos, a brand video, an internal corporate video, or a community-driven campaign, audiences do find a connection when real people share their genuine experiences.
But working with non-professional talents requires a different approach, and as the client supplying this talent, you play a key role in preparing and supporting them. Here’s everything you need to know to ensure their experience is smooth before, during and after the shoot with the best outcome possible.
Understand What You’re Asking of Them
It’s important to recognize that being or posing on camera is a significant request, especially for someone who hasn’t done it before. You’re asking someone to be vulnerable and visible while being filmed. Even in a controlled, friendly environment, photography light flashes or set lights, big cameras and photographers/film crews can be intimidating. They may need to share personal stories or represent the organisation’s values under a spotlight. Be clear about what the day will involve, how long it will take, and what kind of emotional or mental energy it may require. When people know exactly what to expect, they feel more secure and are much more likely to deliver a relaxed and natural performance.
Choose the Right People
Not everyone is a natural fit for being on camera. Some people may want to participate but freeze up standing in front of the cameras, while others might seem hesitant but come alive once they feel supported. In fact, just because someone is a great communicator does not necessarily mean that they feel comfortable sharing publicly. When selecting non-professional talent, look for individuals who are confident and comfortable in posing (for photography) or speaking about their experiences, articulate their thoughts clearly, and can express emotion in a natural way (for videos). They don’t need to be outgoing extroverts, but they do need to feel comfortable enough to open up in front of strangers and a camera. Often, a short pre-interview over Zoom or a casual phone call with the production team can help assess if someone is the right fit.
Before selecting a non-professional actor, some pointers to consider:
Are they comfortable in front of a camera?
Do they have a compelling personality?
Can they follow basic directions?
Are they capable of expressing emotion naturally?
How to Prepare Them
Once you’ve identified your non-professional talents, preparation is everything. In fact, it is one of the biggest factors in making non-professional talent feel confident. Start by briefing them in plain, simple language while making sure to refrain from big words or production jargon. Let them know what the shoot is for, what is expected of them, who will be present, what wardrobe is appropriate, and what kind of questions they might be asked. Give them tips about avoiding logos, loud patterns, or overly bright colours for their wardrobe unless otherwise instructed. Furthermore, prepare them mentally: reassure them that multiple takes or poses are normal. Encourage them to speak in their words and be true to themselves during the shoot. After all, we are looking for authentic people to represent the brand in the photo or video. Other things to consider are whether they have transport or are able to get to the photo or filming location if it is far or in the wee hours of the morning. Encourage them to ask any questions and voice concerns at this time. Lastly, don’t forget to closely work with the production team to align on messaging goals, schedule, and any personal considerations so everyone is on the same page.
Don’t Overcoach
It’s natural to want your non-professional talent to “get it right”, especially if they’re representing your brand. But over-prepping them with word-for-word scripts or rigid talking points can make them sound robotic and more anxious. Instead of scripting, guide them through themes, such as the key messages they should aim to communicate, but in their own voice. Let the director lead the conversation, as they are trained to pull authentic, usable, unrehearsed lines. Encourage your people to relax and be themselves. The best performances often happen when people speak from the heart, not from memory.
Be Their Support on Set
On shoot day, your job shifts from organizer to emotional support. Production crews and photographers are usually pros at working with non-actors, but you know your people best. Once filming begins, your presence can make all the difference. A familiar face can help ease nerves and reinforce a sense of support. Be there to offer encouragement, but don’t hover or micromanage. Let the director or photographer do their job as they are trained to handle even non-professional talent and are equipped with the proper knowledge and tools to guide them. But, if you notice your talent is struggling or confused, you can step in gently to clarify or offer a reset. For example, if the director’s approach isn’t landing right with the non-professional talent, or if he seems overwhelmed, gently intervene by saying something like, “He’s usually more relaxed when it’s conversational—mind if we try that?” Be tuned into their emotional state, such as if they’re getting tired, overwhelmed, or discouraged; it’s okay to pause and regroup.
Remind your non-professional talents why they’re there: to tell their story, represent the brand, or share something meaningful. A little encouragement can go a long way, so let them know that it’s normal to mess up, laugh, or need breaks. You want them to feel prepared but not rehearsed; natural delivery is the goal. Your job is to make sure their well-being is prioritized while also helping the production stay on track.
Steps to Take After the Shoot
It’s your responsibility to make sure your non-professional talents are emotionally supported through the process and even after the shoot is done. Be sure to check in with them afterwards too while thanking them, acknowledging their courage, and letting them know what happens next. Give them a heads-up before the video is released. If the video or photo will be marketed publicly, make sure they’re aware of where it will be shown (online or on a billboard, for example) and for how long. This not only shows respect; it also ensures they feel proud of their contribution rather than surprised or uncomfortable after the fact. Make sure they’re fully informed and have signed a clear release form.
What the Production Teams Need From You
As the client, you’re the bridge between the production crew or photographer and the non-professional talent. The production team depends on you for context, logistics, and insight into the people being filmed or photographed. Before the shoot, provide background info or bios on your talent if possible, including any sensitivities, preferred pronouns, or story nuances. Help with coordination like confirming call times, ensuring people know where to go, transport and communicating wardrobe needs. If your talent has unique needs or limitations like food allergies, tell the crew in advance. This kind of collaboration makes the production smoother and ensures your people are treated with care and respect.
Choosing to use non-professional talents for a shoot is about more than just logistics; it’s about people. These are your colleagues, clients, customers or community members. They’re stepping out of their comfort zones to represent something bigger than themselves. When you choose the right people, prepare them well, and support them fully, the end result isn’t just a successful shoot, it’s a powerful, human story that your audience will truly connect with. And for the people you’ve chosen, it might just be a moment they’ll never forget.
For more information on how our team can work with you and your non-professional talents, contact us to have a chat today.
