Commercial Production: Critical Guidelines for Successful Casting

Commercial Production: Critical Guidelines for Successful Casting

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Casting On-Camera Principal roles can sometimes be a difficult part of the production process because so much is riding on a compelling, credible performance.

Want to keep your next casting selection running as smoothly as possible?  Follow the guidelines below, and you’ll be well on your way!

#1 – Casting Specifications

Review and approve casting specifications complete with enough clear, useful detail to define the roles the casting director is being asked to fill.

  • “35-45 male, good looking bot not too ‘Modelly’…” can be interpreted in may ways. Add relevant details.
  • When pinning an age to a role, be clear this is a “looks like” age and not a chronological age. Many re-cast sessions have been called because the callbacks were “too young” or “too old.”
  • Share a relevant and tangible key motivation to the role description as a starting point: “…he is a retail store manager who is authoritative and confident but not arrogant…”
  • It can be easy to have too much style direction, so choose the clearest and most defining.

#2 – Timing

Allow sufficient time for specs alignment prior to casting and for review & approval of agency recommendations.

  • Specs should be reviewed at the pre-bid meeting so there is time for corrections, if needed, prior to the award.
  • The conversation, however, can start earlier as the script is evolving and approved: Consider having the creative team include a profile of who the character is in the original script and storyboard. Will this change over time? Perhaps, but it provides insight into what the copywriter is thinking. You may or may not be in agreement, but it’s a place to start the conversation with a “flesh and bones” development.
  • Establish a regular approval process:  Casting selects should be posted within a set number of days before your pre-production meeting, allowing enough time for review and alignment across all stakeholders.

#3 – Criteria for Evaluation

90% of the performance you will see on shoot day will be present in the casting select files. Establish criteria for what will show the range in delivery. Don’t expect the director to be able to “pull” a performance out of an actor who doesn’t demonstrate an ability to deliver the performance in audition.

  • Reading the whole script vs. select lines:  If the talent read the whole script, remember that unless this is is a one-take monologue / presenter role, the script will be read several times in different scenes with different emphasis.
  • Choose one line and ask it to be read 3 times in a row – with different deliveries and intensities.

Remember, like everything else in commercial production — from creative development to editorial — casting is a process.  If it feels rushed, too complex, or confusing — contact us…we may be able to help.




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