For some, casting a TV  or radio spot seems to be a matter of routine.  Just forward the specs to the agents, have them round up the "usual suspects" and call it a day.  Then the following day, give the actors the same "more smile,"  "turn more to camera" and "not sell-y" directions they always give, post the link to the client, and boom.  Start writing up the invoice.  

To me, this by-the-numbers approach to casting is not only uninspired, it's unprofessional.  And can be greatly disappointing to the ad agency creatives reviewing the session.

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I should know.  I used to be one of those ad agency creatives.

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That's right, for over twenty years I not only wrote commercial copy for agencies like Grey and Gotham/McCann Worldwide, I also chose the talent for them.   And if I learned anything during that time it's this: great casting cannot be done by rote.

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Now, as freelance casting director in my own right, I'm able to bring that learning to your projects.

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If you're an agency producer, I won't start auto-dialing the agents the minute I get your storyboard.  I'll ask to talk with your creative team.  I'll ask questions and send samples of cultural references if needed. All to make sure I understand every nuance of the concept and direct the actors at my sessions accordingly. 

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If you run a casting agency or a recording studio and have some busy days ahead, I'll ease your workload with years of experience prepping and directing auditions.  I'll use my theater and voice training to guide actors through their audition in a language they understand.  And my familiarity with current marketing trends to make sure their performances are on target and on-brand.  All while providing a bright, upbeat presence to make your casting lobby a place of cheer, not fear.

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This isn't the way casting is always done.  It's just the way it should be done.​ If you agree, let's talk, and see what a little extra effort can do for your commercial or voiceover . 

To learn more about my approach specific to your project, please click below.

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