The Secret to Effective Casting: Behind the Scenes of ‘Think Young’
Photograph by Jay Hynes
Introduction
In 2016, I had the pleasure of photographing the casting process for Deakin University’s ‘Think Young’ branding campaign, created by The Royals Agency. This studio-only campaign focused on capturing the vibrant spirit of youth and education using current students and alumni. Here’s how we made the casting process better and more effective to ensure the best end results.
Why Casting Matters
The casting process is crucial in creating a successful branding shoot. The right cast can bring a campaign to life, making it engaging and relatable. For ‘Think Young,’ we aimed to capture the essence of youthful energy and ambition. This required finding individuals who embodied these values and could connect with the target audience.
Making the Casting Process Better
Clear Criteria Definition
The first step in improving the casting process is clearly defining the criteria for the ideal candidates. For ‘Think Young,’ The Royals Agency and Deakin University provided a detailed brief that highlighted the desired attributes: confidence, curiosity, and a forward-thinking attitude. This clarity ensured everyone involved understood the vision and objectives.
Effective Scouting
Scouting talent is another crucial aspect. For this campaign, we focused on Deakin’s current students and alumni, which ensured authenticity. By engaging with the university community, we found individuals who naturally represented the brand’s values.
Organized Auditions
Auditions are a key part of the casting process. We conducted screen tests in a studio at Deakin University, asking candidates to showcase their natural reactions and interactions. This allowed us to assess their on-camera presence and emotional conveyance effectively.
Collaborative Decision Making
While the final casting decisions were made by The Royals Agency, our role was to provide high-quality images that captured the essence of each candidate. By collaborating closely with the agency, we ensured that the images provided an accurate representation of each candidate’s potential, aiding in informed decision-making.
Enhancing the Studio Shoot
Creating a Comfortable Environment
A comfortable environment is essential for capturing genuine expressions. During the casting shoot at Deakin University, we ensured the studio setting was relaxed and supportive, helping the students and alumni feel at ease.
Detailed Feedback Loop
Providing detailed feedback to the agency can significantly improve the casting process. By offering insights on each candidate’s performance and potential, we helped The Royals Agency make well-informed decisions that aligned with the campaign’s vision.
Conclusion
Improving the casting process is vital for the success of branding campaigns. For Deakin University’s ‘Think Young’ campaign, clear criteria, effective scouting, organized auditions, and collaborative decision-making made the process more efficient and effective. By focusing on these aspects, we ensured that the final cast truly represented the campaign’s message and connected with the audience.
Andrew J Morley Productions is dedicated to enhancing the process for impactful branding campaigns.
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