If advertising is icing on the cake, then casting the right talent is the dough.
Casting is about getting the voice & face that aligns with the brand scale. With the right kind of talent, a campaign can be elevated with powerful and meaningful storytelling. This is where the expertise of advertising filmmakers, casting directors, influencers, marketers, social media strategists, and more becomes relevant. Ensuring that casting decisions are taken well with the vision of the brand.

Process for casting influencers/creators

Firstly, the project brief is understood well by the agency with its objectives, target audience, and brand’s core message. This is what lays the foundation for the type of talent required in terms of age, gender, looks, and abilities. Keep in mind to avoid onboarding an influencer on the basis of millions of followers, popularity, etc. Instead, look for someone who matches your brand values and has an audience base that you aim to target. For example, if you want to promote your ready-to-mix food brand in Amritsar, then a local food vlogger may create more impact than a celebrity.

Creators get ample casting calls and DMs every single day. Their mail inbox is flooded with brand deals. If your brief doesn’t communicate clarity, professionalism, and creative collaboration, it’s getting overlooked or skipped altogether.

A great brief acts as a first impression. It sets a bridge for the partnership and triggers to creators that this isn’t just like any other gig. It’s an opportunity to do something meaningful.

Casting Process

1) Casting director:

Hire a casting director or team with a strong network of industry contacts and a solid understanding of the project’s needs. Their professional experience is vital in getting through the huge pool of talent to select the right one.

2) Create casting call materials:

Develop extensive casting call breakdowns, i.e., character introductions and audition details. Including highlighted lines from the script identifying key emotions and characteristics helps artists deliver authentic performances.

3) Casting call announcement:

Publish the casting call on various platforms where influencers/creators are highly active so that audition dates, venues, and submission procedures are clearly communicated.

Audition submissions: Screen headshots, resumes, and demo reels, shortlisting candidates with the character profiles.

Audition process: Assess actors on their reading of the script, dialogue delivery, and potential for the role.

Director’s take: Engage the director in the later stages of audition to offer observations and ensure that chosen talent possesses the creative vision.

Choosing the artist: From auditions, callbacks, and chemistry testing, select the artist who best gets into the sleeves of the character and who will connect with the brand message.​

Contracts: Negotiate on terms, fee, and availability, making deals that include payment and other specifications.​

Fitting and preparations: Organise costumes and offer the artist the required materials in preparation for the shoot.

Production:

Schedule shooting dates, rehearsals, and other pre-requisites of production work so that there is an open atmosphere where talent can perform at their best.​

Feedback and collaboration: Provide frequent feedback to the talent during the shoot to get the best performance based on the requirement.​

Post-production and promotion: Edit the ad and arrange promotion and distribution such that the target audience is nudged with maximum effect.

We at 6th Street Artist underscore the meticulous approach required in casting to ensure the success of an advertising campaign.

Benefit of casting influencer

Well there’s a plus point in casting influencers as they’re self-taught, naive actors and they represent authenticity. It is the most effective way to take them when attempting to depict true emotions and feelings. Yet using non-actors is a bit of a risk as it requires a warm setting and being forgiving in order to withdraw genuine performances. Marketers who master this process discover that genuine individuals bring unmatched authenticity to their stories.

The role of a top influencer marketing agency

Working with an agency like 6th Street Artist does half of the work before it starts. We guarantee that the casting process is carried out with utmost dedication and expertise.

We possess the networks and experience required to spot talent that is most suitable for the brand’s narrative. Our work in synergy involves understanding the voice of the brand, meticulous planning, and implementation of the casting decisions, which are responsible for thriving the campaign successfully as a whole.

Conclusion

Casting is an essential aspect in the domain of brand narratives. It is also a skill that requires thorough knowledge of the brand perspective, showcasing ethical representation, and an understanding of how to search for the talent that embodies the brand.

Ensuring focused and considerate casting, brands can create messaging that not only creates hype but also leaves enduring connections with audiences. Collaborating with 6th Street Artist, an expert in video production and influencer marketing, guarantees that this bustling process is carried out with utmost precision, thus giving the story of a brand the acceleration it needs. We don’t just create campaigns, we capture moments.

If you are more interested in virtual celebrities, here’s a blog below to know more about Virtual celebs →

“ Virtual Celebrities: The Rise of AI-Generated Brand Ambassadors”