Stephen...

We did a commercial one year. There was no audience. The Producer specifically stated that we should not look into the camera. They panned directly in front of us, like a foot away from below the stage line (about a foot below our faces). That was damned hard to ignore, but ignore it we did, as it was the "artistic vision" of the person in charge. I would think that it all depends on the desires of those that are directing the shoot.

If, however, they answer any queries by saying "Do whatever feels most comfortable to you", then I would say do that.

If you feel forced to look into the camera, it may look forced. If you feel it artificial to look away and never acknowledge it, then that may be how it comes across.