By Staff Reporter | Cape Town | May 21, 2025
A well-known Cape Town-based brand has issued a new casting call, seeking a Black male model between the ages of 25 and 45 for an upcoming lifestyle photography shoot. This paid opportunity, which has already started to generate buzz in the modeling and advertising community, aims to feature authentic, stylish, and relatable imagery that captures the vibrancy and diversity of South African life.
The shoot is being coordinated by Ergonomicsdirect, a company known for its commitment to wellness, design, and inclusivity. Though details about the final campaign remain under wraps, the firm’s previous advertising and marketing materials have focused on ergonomic workspaces, wellness-focused tools, and lifestyle solutions for the modern professional.
While the shoot’s exact date is still to be confirmed, the production is set to take place in Cape Town, a city renowned for its scenic landscapes, cultural richness, and its growing significance in international fashion and media.
“We’re excited to find someone who can represent the energy, style, and everyday authenticity of our customer base,” said a spokesperson from Ergonomicsdirect. “We’re not necessarily looking for traditional high-fashion poses or runway intensity. What we need is someone who feels real—someone who reflects the professional, relaxed, and aspirational tone of our brand.”
A Focus on Representation
This call for a Black male model is significant in a South African media landscape that has, historically, struggled with issues of equitable representation. In recent years, there has been a strong industry-wide push to include a broader spectrum of identities in media campaigns, particularly in lifestyle and commercial photography where diversity was often underrepresented.
By directly specifying the need for a Black male model, the campaign positions itself as intentionally inclusive. It reflects a broader cultural shift happening in South African and global advertising, where representation is increasingly being seen not only as a moral imperative but also a business one. Brands are realizing that when people see themselves represented in advertising, it increases trust, engagement, and sales.
“Inclusivity is not just a buzzword—it’s the way forward for brands that want to resonate with their audiences,” said Nandi Molefe, a Cape Town-based creative director who has worked with both local and international brands. “This casting call shows that there are real efforts being made to reflect the full spectrum of South African identity. It’s refreshing to see.”
Cape Town: A Hotspot for Lifestyle Photography
The choice of Cape Town as a shoot location is unsurprising. Often described as one of the most beautiful cities in the world, the Mother City has long served as a preferred backdrop for global photography and film productions. With its mix of urban sophistication, natural beauty, and historic charm, Cape Town offers a visual versatility that few cities can match.
Add to that a growing community of professional models, stylists, photographers, and producers, and it’s clear why Cape Town continues to thrive as a creative hub.
“This is a great opportunity not only for models but for everyone involved in the production—from wardrobe stylists to makeup artists and lighting crews,” said Sipho Mahlangu, a freelance fashion photographer based in the city. “Each campaign like this boosts the local industry, especially when it comes with a proper budget and a commitment to professional standards.”
What They’re Looking For
The specifications for this casting are clear but flexible. The call is open to Black male models aged 25 to 45—an age range that allows for a wide variety of looks and styles, from fresh-faced young professionals to mature, established individuals.
The role requires a lifestyle model, a term that typically refers to individuals who can portray natural and relatable moments rather than stylized, high-fashion poses. In lifestyle photography, the model’s ability to connect with the camera in a warm, genuine way is often more important than chiseled features or catwalk experience.
Those interested in applying are asked to email a recent headshot and their height to the campaign’s casting director, Elrette, via elrette@ergonomicsdirect.co.za. Submissions are being accepted on a rolling basis, and shortlisted candidates will likely be contacted for further information, including availability and experience.
Though no prior modeling experience is explicitly required, a confident presence in front of the camera is certainly a plus. The opportunity is paid, though exact compensation has not been disclosed at this stage.
Building Careers, One Shoot at a Time
For aspiring and established models alike, jobs like these can be valuable stepping stones in building a professional portfolio. Lifestyle shoots—particularly those for corporate or wellness-focused brands—can lead to recurring collaborations and even ambassador roles.
“There’s this assumption that modeling is always about high fashion or walking the runway, but lifestyle work is actually one of the most sustainable and consistent areas of the industry,” noted Jabulani Moyo, a Johannesburg-based modeling coach. “You’re not just being seen, you’re being seen as someone people want to be, or be like.”
Lifestyle campaigns, he explained, tend to get used across a variety of channels—websites, social media, newsletters, and physical marketing collateral. That means greater visibility for the model, and often longer-term exposure than a single event or fashion show might offer.
“Representation in these spaces matters. When you see a Black man in a campaign for ergonomic chairs, or office accessories, or wellness products, it subtly shifts cultural perceptions about who that product is for,” Moyo said. “That’s why calls like this are important.”
How to Apply
Interested individuals should prepare a clear and recent headshot, preferably taken in good lighting with a neutral background. Professional photography isn’t strictly necessary, but images should show the model’s face clearly and without heavy filters or digital manipulation. Applicants should also include their height and any relevant modeling or acting experience, if applicable.
Applications can be submitted via email to Elrette at elrette@ergonomicsdirect.co.za. While the date of the shoot is still to be confirmed, potential models should be prepared for a quick turnaround once the casting process begins in earnest.
Those selected will be given more information about the concept, styling, wardrobe, and payment terms. Confidentiality agreements and release forms are typically part of such campaigns, ensuring that both the talent and the company are protected throughout the process.
This casting call represents more than just a photoshoot. It reflects the evolving landscape of South African advertising and the growing recognition that representation in media needs to be intentional, inclusive, and expansive. For the right candidate, this could be the start of something bigger—not just a day on set, but a career-defining opportunity.
Whether you’re a working model or someone who’s just been waiting for the right chance to step in front of the camera, this could be your moment.
For more information or to apply, email elrette@ergonomicsdirect.co.za with your headshot and height
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