Everybody Needs a Hero: The Magic of Casting Right

Casting is undoubtedly a crucial department in most, if not all commercials. An interesting talent can transform an otherwise simple and generic spot into something to remember. Vice-versa, an unsuitable talent choice can make even the most creative and well-executed film into something you wouldn’t even watch until the end.

As an acclaimed director and producer once told me – put all the effort and money you have in the things you have in front of camera – and then you’ll have great results. For proof, just check this recent example of an extraordinary work done by a casting director (shout out to Shaheen Baig Casting!) - be it in a TV-series and not a commercial - this is Netflix’s 'Adolescence', which made waves through the whole filmmaking community – writers, directors, cinema lovers – but notably casting directors and actors.

An actor’s face is the thing most watchers remember first when they see a film – and how they relate to it is extremely important. The talent is the bridge which establishes a connection between the brand and the buyer and most importantly does so on an emotional level.

In the advertising industry a good casting choice (which has its roots in good casting proposals to begin with) can be the difference between the whole campaign being a huge hit or a huge miss. In a typical commercial, a person or a person’s face can be in anywhere between 50% to 70% of the film – in comparison the brand’s logo would appear in less than 10-15% of the film.

Agencies know this and this is precisely why this process is usually long and extensive – and rightly so. They know they have to be hands-on here if they want to maximise results from a campaign.

This is why we at Film Fixers Balkans are putting our focus on giving our clients tailored talent selections for every role, no matter the screen time or budget.

We believe in a direct, clear and quick communication between director and casting director in order to have everyone on the same page from day one. Because every day lost in miscommunication is one less day to find the perfect face for the brand.

We aim to give our directors as much opportunity as possible to give feedback to the casting director, no matter how many sessions we have planned.

Just as important is the pool of talents that one can pick from – and let’s be honest, the Balkans have their own limitations regarding diversity. Luckily, we have solved that problem by working with casting partners who can cast almost anywhere in the world – including big casting hubs like London, Berlin and Paris.

So if you are worried about your casting – it is understandable, but it is a worry we have solved. By working simultaneously on improving both quality and quantity we aim to give client, agency and director the best chance to pick the right talent for the job.