Casting
Category: Production Planning, Photography
Definition: The process of selecting and hiring models, talent, or actors for photoshoots and campaigns. Involves reviewing portfolios, conducting auditions, assessing fit with brand aesthetic, and negotiating terms.
Why It Matters: Directly impacts campaign success and brand representation; ensures diverse, appropriate representation; affects authenticity and relatability; influences customer connection; critical for brand alignment; affects legal and usage considerations.
Use Cases: Campaign photoshoots, lookbook production, brand refresh, launching new product lines, entering new markets, diversity initiatives, finding brand ambassadors.
Example of Real Use Case: A plus-size fashion brand conducts extensive casting to find models authentically representing their size range (14-28). Choosing real customers as models increases brand authenticity, social media engagement jumps 240%, and the campaign generates $1.2M in earned media.
Software/Service: Model agencies, casting platforms (ModelManagement.com, Backstage), social media casting calls, talent agencies
Common Issues: Limited diversity in traditional agency rosters, budget constraints, scheduling conflicts, model fit with brand aesthetic, geographic limitations, representation authenticity concerns.
Do's and Don'ts:
✓ Do cast for authentic representation
✓ Do consider diverse body types, ages, ethnicities
✓ Do review portfolios and previous work
✓ Do conduct test shoots when possible
✗ Don't limit to traditional model agencies only
✗ Don't ignore brand alignment importance
✗ Don't skip proper contracts and releases
Related Terms: Model Release, Creative Direction, On-Model Photography, Talent Management
Also Known As: Model Selection, Talent Casting, Model Booking