The right face is usually the whole idea.
Overview
Casting and talent partnership across film, stills, and live. We treat casting as a creative decision rather than a procurement one, which means it starts when the concept does.
Challenge
Casting was opening after the boards were signed, which meant concepts written for faces that did not exist on any list. Every job was changing late, and late changes are the expensive kind.
Our Approach
Casting opened with the brief. Street casting ran alongside agency lists on every job, because the most specific face in the room rarely has a showreel, and terms, hours, and usage were settled before anyone was on set.
Outcome
Concepts that survived contact with the people in them, and a roster the studio can go back to. Nothing changed in the last week, which had not been true of a job in two years.
- Iris Coleman
- (Casting Direction)
- Naomi Blake
- (Street Casting)
- Felix Hart
- (Talent Relations)
“They cast before we boarded it. The concept got better because a real person was in it.”
Lior Benami,Executive Creative Director
The roster04
Iris Coleman
Addis AbabaFifteen years of launches, and a low tolerance for decks that decide nothing.
Felix Hart
NairobiComes from documentary, which is why the commercial work has people in it.
Naomi Blake
Addis AbabaCuts for argument first and rhythm second, and is usually right about both.
Samuel Aregawi
Bahir DarRecords the room before anyone speaks in it. Half the atmosphere is his.