Ad agencies will spend weeks or even months developing an idea for a national TV campaign.  So when it comes time to review the casting, they're not looking for a checklist of specs. They're looking for their idea. 

 

Which means they could probably care less if the actor they're looking at has Broadway credits or is a "top booker."  They just want to see if he or she connects with the idea and enhances it or moves it forward in some way.  In short, they want to see if the actor "gets it."

 

For this to happen, the casting director needs to get it, too.

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When they do, wonderful things start to happen.  The actors speak with clarity and purpose.  Their bearing and movements are just right, in keeping with the special effects and music you had in mind.  And they exude the exact note of warmth, humor or irony that is appropriate for the concept and the brand.   

 

In other words, the idea starts coming to life.  And not just once or twice, but throughout the entire casting, giving the creative team an abundance of exciting, viable choices.

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So think about who you'd like to prep or direct your next on-camera casting.  

I hope you'll consider me.

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Because I get it.