The key visual is the central image of a campaign – the one photo or visual idea that people instantly connect with the brand and the campaign. It defines colours, light, mood, pose and visual language and is repeated across every channel: from billboards and print ads to the website and social media posts. Every other image in the campaign is built around it.

For you as a model, being the face of the key visual is a big success. Your image is at the heart of the entire campaign and is shown especially often, especially large and for an especially long time – often in many countries at once. A strong key visual in your book opens doors: clients and agencies can see straight away that you can carry an entire campaign.

That is exactly why you should look closely at what the contract says. The key visual is usually the image with the biggest buyout, because it is used most often and on the most channels. Clarify in advance which countries, which media and for how long it may run – and whether an extension will be paid extra.

For you as an influencer, you will mostly come across the term in the briefing. Many brands give you their key visual so your content fits the campaign: same colours, same look, same mood. If you understand the key visual and translate it creatively into your own style, you deliver exactly the content brands are looking for – and get booked again.

See also: 360-Degree Campaign, Campaign, Buyouts, Briefing.