It seems that for some people, casting a TV or radio spot is simply 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 selly" directions that people always give, post the link, 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.

 

That's right, for over twenty years, I not only created national campaigns for agencies like Grey, Gotham and McCann Worldwide, I also chose the actors for those campaigns.  And if there's one thing I learned during that time it's this:

great casting cannot be done by rote.

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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 speak with your creative team, discuss the copy, the tone and feel, even 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 busy casting office or a recording studio, I'll ease your workload with years of experience prepping and directing sessions.  I'll use my theater background to guide actors through their audition in a language they understand.  And my familiarity with almost all major product categories to ensure their performances are on target and on-brand. All while providing a bright, upbeat presence to make your casting office 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 on-camera or voiceover project. 

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To find out more about my approach, click below for the type of casting you're interested in.