Most commercial shoots use real people, not actors. Here’s how to get natural, believable performances from people who’ve never been on camera.
The Biggest Mistake
Treating them like actors. You can’t give a software engineer the same direction you’d give a SAG performer. They don’t know what a mark is, they don’t understand motivated movement, and asking them to “hit their light” just confuses them.
How to Direct Non-Actors
1. Let them talk naturally first
Start with a conversation, not a script. Ask them about the topic and record it. You’ll hear how they actually speak, what words they use, their natural cadence. Then build your script around that.
2. Give them their own words
If you need scripted lines, write them in the subject’s voice. Use their vocabulary, their phrasing. Don’t make a plumber sound like a copywriter.
3. Keep takes short
Long monologues overwhelm non-actors. Break it into small chunks. They can handle two sentences at a time. String them together in the edit.
4. Don’t make them memorize
Use a teleprompter or let them read off cards just out of frame. Or go fully conversational and pull soundbites from an interview. Natural beats perfect.
5. Manage their energy
First take: nervous, stiff. Second take: better. Third take: natural. Fourth take: getting tired. Fifth take: done, they’re cooked. Get it in three takes or move on.
What Makes Them Uncomfortable
- Bright lights in their face: Warn them before you turn on the key light
- Looking directly at the lens: Unless it’s intentional, let them look slightly off-camera
- Long setup times: Don’t leave them standing under lights for 20 minutes while you troubleshoot a flag
- Complicated direction: Keep it simple. “Look over here and tell me about your product” is enough.
The Interview Setup
For non-actors, interviews work better than scripted reads. Here’s the setup:
- Sit them at a slight angle to camera (not straight-on)
- Have them talk to you, not the lens
- Ask open-ended questions, let them ramble
- Pull the best 5-10 seconds from each answer
You’ll get natural, believable content without making them perform.
When to Use Actors Instead
If you need:
- Precise dialogue delivery
- Multiple takes with the same energy
- Physical performance or choreography
- Emotional range
Hire an actor. Non-actors can’t fake emotions convincingly. They can only be themselves.
Need help directing talent for your next shoot?
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