The  Playboy Casting

Around 2005 I opened up the studio in San Francisco as a rental stage. It became home to a wide range of productions. Everything from major feature films to small local production companies. Some shoots were memorable, others routine, but each brought its own energy and lessons.

One week, Playboy rented the space to conduct a casting call for their lingerie book series. I had no formal role in the casting itself, but you can be certain I made it a point to be present throughout the week of shooting.  I had to.  I mean, I was the owner……

Women arrived from all over the Bay Area, each hoping to become a “Playboy Model.” They represented every age, size, race, and background imaginable. Without intending to sound unkind, I’ll admit that in my view, many of the hopefuls did not align with what most people would consider the brand’s traditional aesthetic. There were biker women adorned with tattoos and scars, pregnant mothers, and even grandmothers who might have been more at home on the cover of an AARP publication. In truth, only a small fraction appeared to fit the classic “Playboy” image.

What I witnessed that week was a masterclass in brand experience.

From the moment a woman crossed the studio threshold, she was treated like royalty. Her appearance, attire, age, or ethnicity did not matter. The only qualification required was that she had shown up. And once she did, she was the queen of the day.

She was offered coffee, water, even wine. Small treats were arranged neatly on the table. A dedicated crew member warmly recorded her information, engaging her in genuine, friendly conversation. When it was time for her shoot, the team brought the same enthusiasm and professionalism to every single session. No one was rushed. No one received less energy or attention than anyone else.

The most valuable lesson I took from observing that production was this: every woman who left the studio walked out smiling, radiant, energized, and proud of her experience. Each one departed eager to share how professional and welcoming the Playboy team had been.  In essence, every participant left as a walking, talking ambassador for the brand.

There is no more powerful form of advertising than authentic enthusiasm. And that week, I watched Playboy create it. Deliberately and consistently, right before my eyes.  It was an unforgettable lesson in hospitality, branding, and human dignity.

Of course, other stories emerged from that week as well.  But those are stories for another time.

BTW – I did shoot the B&W image, but that was for another project