Casting Calls - 3. MIDWEST YARD - WHITE FEMALE (Mom type)

3. Midwest Yard - White Female (mom type)

Heinz - The United Tastes Of America

Commercial SESSION: $500+20% (8hrs) | USAGE: *$2000+20% Woman 40 - 49 Non Union Principal 01/28/2026
Tampa Miami Orlando Jacksonville Charleston

About the Job

SEEKING: White Female (Mom type) aged 40-49. Bonus if they appear of Polish / Scandinavian descent. LOCATION (portrayed): Midwest Yard, July 4th Picnic STYLE: • Practical and comfortable: jeans, plain t-shirts, polos • Light layers: cardigans, flannel shirts • Practical footwear: sneakers, sandals • Not trendy, no logos, more timeless pieces • Consider Americana nod in colors, without be too blatant CASTING CUE: Authenticity over gloss - think practical footwear, cooler bags, and cousin dynamics ——— ‣ Causal, slight conservative styling ‣ Focus on intergenerational warmth - elders relaxing, young kids doing chaotic play ‣ Could feature a mixed-race family or Polish / Scandinavian Midwest roots ‣Should be more kid-centric TONAL NOTE: Steady, warm, emotionally ground-ed. This vignette could be treated as an emotional anchor within the system. Nothing flashy. Nothing ironic. The tone is comforting, familiar, and deeply sincere. The pacing is slower. The laughter is softer. The feeling of joy here feels more like consistency and dependability. This scene should feel like a (sorry for the cliche’ here but…) a Hallmark memory — the kind you don’t realize is forming while you’re in it but one that honors the idea of tradition building, is it not stagnant; it’s kept alive through each member of the family, repetition and care. This representation of “Americana” does not reinvent traditional framings but rather repositions and protects it. CREATIVE OBJECTIVE: The creative intent should be to honor classic Americana without the irony — showing how tradition still thrives, not as a relic, but as a living ritual. Scene should feel warm, grounded, multigenera-tional and emotionally steady.

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