Commercial vs Theatrical headshots: Getting your look right

The two worlds of casting

When you submit for a role, casting directors make snap decisions. Three seconds, maybe less, and they're asking themselves: does this person look right? Your headshot is the first filter. And the filter works differently depending on whether you're going for commercial or theatrical work.

These are two completely different visual languages, and mixing them up will lose you auditions for roles you were probably right for.

What commercial casting wants

Commercial work (TV ads, print campaigns, corporate videos) requires a specific look. Casting directors want:

Approachability. You need to look like someone viewers would trust to recommend a product. Friendly, open, relatable, and not too intense or "actorly."

Energy. Commercial headshots have more life in the eyes. A slight smile (not forced), an engaged expression, warmth. You're selling something, even in the photo.

Clean styling. Solid colors, minimal patterns, nothing distracting. Your wardrobe should suggest "everyday person" rather than "specific character." Someone you'd see in a neighborhood, not on a stage.

Bright, even lighting. Commercial shots tend to be lit evenly, fewer dramatic shadows. The goal is clarity, not mood.

A quick test

Here's a way to check if your headshot reads "commercial": imagine it on a billboard for a bank, a phone company, or a health insurance ad. Does it fit? If so, you're in the right territory.

What theatrical casting wants

Theatrical work (film, TV drama, theater) operates on different principles. Casting directors are looking for:

Specificity. They want to see a person, not a type. Your headshot should hint at depth, complexity, an inner life. Someone with a story.

Groundedness. Theatrical headshots are typically more neutral in expression. Not blank, but not selling anything either. Calm, present, observant.

Subtle intensity. The eyes matter more here. Casting wants to see someone they can project a character onto. A slight mystery or edge can work in your favor.

Natural, directional lighting. Theatrical headshots often use more dramatic lighting. Softer shadows, more dimension. This creates mood and suggests the cinematic world.

A quick test

For theatrical: imagine your photo as a movie poster or a still from an indie film. Does it feel like it belongs there? If so, you're on track.

The wardrobe difference

This is where actors get tripped up most often.

Commercial wardrobe leans bright, clean, and accessible. Solid colors (especially warm tones like blues, greens, soft reds). Simple necklines. Minimal jewelry. Nothing too formal, nothing too casual.

Theatrical wardrobe leans muted, textured, and grounded. Darker, earthier tones (charcoals, navies, olive, burgundy). Layered pieces can work. More character-specific choices are fine. Slightly more edge or formality is acceptable.

The goal with theatrical is to suggest "this person exists in a real world," not "this person is ready to sell you yogurt."

What happens when you mix them

If you submit a commercial headshot for a dramatic film role, you'll often be passed over because your photo doesn't match the tone. You look too friendly, too polished, too eager.

Submit a theatrical headshot for a national commercial and you get the reverse problem. You look too serious, too brooding, maybe a little too "real." Commercials want aspirational and light. Your moody close-up reads as difficult to work with.

Neither headshot is flawed on its own, they're just being used in the wrong context.

Do you need both?

Most working actors maintain both types. If you're primarily pursuing one market, start there. But if you're submitting across both worlds (and most actors are), you'll eventually need at least one strong commercial look and one strong theatrical look. Maybe some variations within each for different wardrobe or energy.

This doesn't mean you need a dozen headshots. Two or three well-chosen shots can cover most of what you'll submit for.

Getting it right

The key is intentionality. Before a headshot session, think about: what type of work am I pursuing right now? What roles am I most likely to be cast in? What feeling should casting get from my photo in three seconds?

Build your looks around those answers. Don't try to be everything in one shot. A headshot that tries to be both commercial and theatrical usually fails at both.

The takeaway

Commercial and theatrical are two different visual vocabularies. Learn them. Use the right one for the right submission. When in doubt, ask yourself what world the role lives in, then submit the headshot that belongs in that world.

Your headshot is your first audition. Make sure it's speaking the right language.