Embracing Unconventional Casting to Find Authentic Greatness

[Photo: Alexander Hankoff]

Kristen Paladino is a casting director, creative consultant, and - since 2002 - the founder of Paladino Casting. Working across a variety of sectors, including premium television, film, voiceover, commercial campaigns and digital content, she is known for her ability to discover highly specialised talent in NY, LA, Miami and beyond.

Studiously applying her intuitive approach, Kristen understands the industry and its creative processes from the perspectives of both the talent and the production team - making her the go-to for clients with even the most challenging creative projects. Some of these projects have been screened at the world’s top events and festivals, including Cannes Lions, Sundance, Tribeca Film Festival, AFI, the LA Film Festival and SXSW.

Also a media advisor and board member for the mental health network Moth Health, she speaks to LBB’s Ben Conway about her story thus far in the casting industry, what sets great talent apart from the rest, and the “immense satisfaction” that comes from impacting people’s lives.

LBB> How did you first venture into the casting industry and hone your craft?

Kristen> My first step into the casting world happened unexpectedly while working on a music video set. I was tasked with finding authentic talent who could embody the director's vision, with a less conventional casting approach. This experience turned out to be a game-changer for me and also for all the talent I met on my journey. Following that first music video, I continued to collaborate with the same production company and our crew grew close, almost like a family on the road. After returning to New York, and despite sending out resumes to various casting offices with no responses, my freelance work kept increasing thanks to the referrals from previous clients. 

I've learned the ropes of this industry through hands-on experience and being self-taught. My success is rooted in a commitment to sharing my expertise and collaborating closely with my team and my clients, which is extremely important to me. Together, we approach each project with passion and a shared dedication to deliver unique value. 

For the past 20 years, I’ve had the privilege of casting for various campaigns for Dior, Verizon, adidas, Google, Pepsi, Target, McDonald’s, L’Oreal, Sony, Valentino, and Johnson & Johnson to name a few. I’ve collaborated with artists like Beyoncé, John Legend, Alicia Keys, Madonna and Zendaya.

The Apple TV+ miniseries ‘El Deafo’ we cast has won the 2023 BAFTA Children & Young People Award and was nominated for varied awards including the Children's & Family Emmy in the Outstanding Special Class Animated Program category. 

Casting isn't just about filling roles. It's about finding talent that perfectly aligns with our client’s vision, whether we're working on commercial concepts, television pilots, films or talent development.

LBB> You started Paladino Casting in 2002 - what brought you to that point? 

Kristen> It was a natural progression of events that just seemed to fall into place. It all began with an outpouring of referrals, which I am very grateful for. Saying 'yes' to opportunities led to even more work and gradually, I found myself at a turning point in my career. 

It was driven by my desire to work on projects I was passionate about, and to collaborate with like-minded professionals. Though I wasn't sure where my path was leading, I was prepared for whatever opportunities came my way. Yes, it required sacrifice and deep commitment, but it energised and fulfilled me. Running Paladino Casting has been incredibly rewarding. 

There is no school for this. The hands-on experience that led me to become a casting director, came from being on the ground, learning by doing, and embracing unconventional casting methods that consistently landed me new opportunities in this industry. I noticed a significant gap in the industry: directors were seeking raw, authentic talent; something that didn’t come through in the traditional black-and-white headshots. My ability to understand and act upon these needs, bridging the gap between a director's vision and the talent available, became my unique strength. 

Following my instincts has brought me to where I am today, and it's a journey I cherish. Sometimes, the key is to trust the path you're on, even if the destination isn't clear yet. In time, it reveals itself.

[Above: Playstation x NBA 2K - 'The Shoot Caller' - cast by Paladino Casting]

LBB> Paladino’s core belief is “Stories told with great talent are unforgettable.” - what separates ‘good’ talent from ‘great’ talent - and how quickly can you recognise it? 

Kristen> Identifying great talent isn't solely about appearances; it's about finding individuals who can embody a character and tell a story in a captivating way. This requires intuition and a trained eye to spot that special 'it' factor, a presence that immediately engages the audience. The right person has the power to draw everyone into the story, setting them apart from the rest. 

I evaluate this distinct quality in people by considering a blend of their talent -  natural abilities, training/skill sets, and the overall demeanour to determine if they match a specific role. There are moments when a person has an undeniable presence, and you just know. Of course, sometimes it may take a bit longer to fully discover someone's potential, but in most cases, greatness is something I can spot quickly. 

Ultimately, what sets great talent apart isn't just their acting or dancing skills; it's the entire package. It's how they present themselves, their approach to a project, and a passion for what they do. You can't just come in and think, ‘I'm going to read these lines and be great’. I think it's something within them. You have to have the passion and drive to go forward with this and believe that you can create those opportunities for you.

LBB> What’s your favourite part of what you do, and what’s the most challenging aspect for you personally? 

Kristen> The human connection I experience with others is why I continue to do what I do every day. I love working with people. I find immense satisfaction in making a difference in people's lives, especially in an industry where there are often more nos than yeses. Giving individuals the chance to shine and cast them in roles they never imagined is incredibly fulfilling. Witnessing their growth and transformation is a profound joy in my career. Additionally, my team is vital to me; everything is about teamwork. 

Being a solo entrepreneur is what I love, but it does have its challenges. Finding a balance between personal and work life can be difficult and it took time to recognise that I am separate from the business, which has been essential. Every part of this journey has been worth it, and I wouldn't have it any other way.

[Above: Pepsi - 'Better With Pepsi', cast by Paladino Casting]

LBB> How has the casting industry changed since 2002? And what changes in the commercial and creative worlds have affected your business and mindset the most? 

Kristen> The casting industry has undergone significant changes since 2002, with technology playing a huge role in transforming how we operate.

For instance, black and white headshots, Polaroids, and mini DVDs were the standard casting deliverables back then. It’s obvious that we weren’t as connected as we are today. Casting goes beyond just securing talent; it’s about fostering that raw human connection that seems to be lacking in certain aspects of our current industry. 

Over the past 20 years, we’ve transitioned seamlessly into conducting both in-person and remote castings, including self-submission casting requests and Zoom callbacks. Another noticeable change is the increased presence of women in the industry. It has been a privilege to collaborate with more incredible female directors and producers and help push the narrative forward and lead to a more dynamic cinematic landscape for years to come.

LBB> What have been some of your main goals for the company? And how did you want to stand out from other casting companies?

Kristen> When I first stepped into the world of casting, I didn't have long-term goals. My approach was simple: take each project as it comes and see where it will lead me. This taught me to embrace a wide variety of projects. I transitioned from music videos to film and TV, and eventually to commercials and voice-over projects, which now form a significant part of my portfolio. 

As I navigated this industry, I established myself as an entrepreneur, casting director and businesswoman. I carved out my niche by focusing on delivering my best work, relying on my instincts, and staying true to my principles. This approach allowed me to stay in my own lane, and it spoke volumes, helping me build confidence and steering me away from the pitfalls of comparison. 

My focus never wavered despite moments of uncertainty. Ultimately, the key lies in trusting yourself and your abilities, and letting the opportunities shape your path on your way.