What brands look for in a Canadian model

I get asked this a lot, especially by younger models starting out in Toronto and Montreal. The honest answer is: less than you'd think, and more than you'd hope.

Brands want a face that photographs cleanly across mediums — print, motion, social — without needing different versions of you for each one. They want someone who can carry a quiet luxury campaign in the morning and a bright lifestyle reel in the afternoon.

But they also want someone easy. Easy to brief, easy to direct, easy to have on set for ten hours. Reputation travels fast in this industry. Every photographer I've worked twice with said yes to round two because of how I behaved between takes.

Versatility is craft. Professionalism is currency. The portfolio gets you the meeting. Everything else gets you the next one.