On-model fashion ad research worksheet

An on-model ad can show fit, movement or a styling idea. Research those choices separately so a striking image does not stand in for a clear view of the garment.

Build a set of references that answers how a garment is shown and which production choices your team needs to discuss.

Choose what the garment needs to show

A full look and a construction detail answer different questions. Start with the part of your product that matters to the brief: silhouette, movement, fastening, layering or styling context.

Write one product-visibility question before selecting references.
Compare similar garment types when the question is about fit or movement.
Include both a full-look reference and a closer view when they reveal different information.

Read the framing and movement

Record what is in the frame, what is cropped and which action reveals the garment. A pose is a presentation choice, not proof that the garment will fit every wearer the same way.

Note camera distance, crop, background and whether text covers the garment.
Describe the action: walking, turning, sitting, adjusting or standing still.
Record what remains hidden, such as the back, closure or length in motion.

Hand off choices a team can reproduce

The point of a reference board is to make the shoot conversation concrete. Describe the shot’s job, then adapt it to your garment, models and production setting.

Try visual-search descriptions such as ‘person wearing jacket outdoors’ or ‘full length outfit studio’; check the returned references.
Keep one reference per useful visual choice instead of collecting alternate crops of the same idea.
Write a shot question and the garment detail it must reveal. Use your own shoot to establish the result.

A filled example

These invented examples explain how to use the fields. They are not advertiser results.

Shot job

Explains why the reference belongs in the brief.

Show the jacket’s length while the wearer walks.

Framing

Makes the visibility choice specific.

Full-length frame with enough space around the hem to see movement.

Hidden detail

Stops the reference becoming a complete product demonstration.

The back and inner fastening are not visible.

Own-production question

Turns inspiration into a decision for your shoot.

Which camera distance keeps our hem and sleeve movement in frame?

Your reusable worksheet

ON-MODEL APPAREL RESEARCH
Garment and audience context:
Product-visibility question:
Date and source:
Sampling rule:

REFERENCE
Ad reference:
Shot job:
Framing and crop:
Movement or pose:
Styling and setting:
Garment detail visible:
Garment detail hidden:
Text overlap:

SHOOT HANDOFF
Contrasting reference:
Shot to investigate:
Our garment detail to show:
Production constraint:
Owner and review date:

Free to copy. Nothing entered or saved on this page.

What this research can tell you

The filled examples are illustrative. Public creative does not establish sales or fit across different bodies, sizes and garments. A visual reference is not permission to reuse another advertiser’s creative.

Bring the references together in Barry

Browse Infinity Board and use Pro’s search by look to gather the framing choices you want to discuss. Save references to a named board and share it with your shoot team on desktop.

Create your board Take the tour

Continue your research

Creative strategy brief template

Turn ad research into a creative strategy brief with a clear question, audience, proposition, evidence and production constraints. Free worksheet and example.

Ad campaign teardown template

A free campaign teardown worksheet for separating creative concepts, variations and observations. Includes a filled example and a reusable handoff.