Why Real Families Matter in Today's Commercial World
Why Real Families Matter in Today's Commercial World
By Shanon Bell, Director of Forward The Agency
Before 2020, the idea of a "family" on set often meant assembling a group of professional models who looked the part — mom, dad, two kids — but had never met before the shoot. It was the industry standard. Clients prioritized perfect smiles, polished portfolios, and matching vibes.
But when the world paused for COVID-19, something interesting happened.
Suddenly, productions were limited to working with people from the same household. Safety protocols meant crews had to pivot quickly, which meant calling on real families to step into the spotlight. What we all discovered in that moment was something special: the chemistry between real families can't be faked. The inside jokes, the little glances, and the natural body language brought a kind of authenticity and magic that just doesn't happen with pieced-together groups.
Now that production has returned to normal, many clients still start their search by asking for real families. Some still opt to build families when necessary, but when possible, they want the real thing. And at Forward, we're here for it.
Do you have a cute family? Here is what we need from you:
Photos. Great ones.
We can't stress this enough. Whether your family is camera-ready or brand new to this industry, we need high-quality, well-lit, natural images that reflect who you are and how you connect. Clients want to see the bond — and that starts with the right photos.
Everyone in the family has to be on board.
That includes dad — who, let's be honest, is sometimes the toughest sell! We totally understand that not every family member is looking to launch a modeling career, but if even one person isn't interested, it shows. The best bookings come from families who genuinely enjoy doing this together.
Families today look different — and we're here for that.
We welcome and encourage all types of families. That might be two moms or two dads, a single parent and child, blended families, families with kids or parents with special needs, or grandparents raising grandchildren. What matters most to us — and to our clients — is representation that reflects the real world. The diversity of today's families is beautiful, and we want to showcase that across every screen and page.
And yes — we absolutely need grandparents!
We would love for families to include grandparents when submitting. Multigenerational families bring something incredibly special to campaigns; clients often ask specifically for that dynamic. Whether it's a playful moment between a grandparent and grandchild or a full family shot, those connections resonate deeply with audiences.
We'd love to hear from you if you want to be considered for real family castings. And if you're already with Forward, talk to your agent about scheduling updated family photos. We've linked several talented photographers we recommend for capturing the kind of natural, connected moments that clients love to book.
Families come in all shapes, sizes, and stories — and we believe every one of them deserves to be seen!
Here are links to photographers that we love for Family photos:
Danny Acres at Acres Studios
Jamila Lisbon Photography
404-964-5867
Brandon Bell Productions
678-576-0386
Kayla Clicks
404-426-2826
Genya O'Neall
GOneall.com
