Intentionally Visible: Why Authentic Representation In Casting Matters
In advertising, we are just scratching the surface on representation in casting. While clients are asking for more and more diversity on the team that will be leading their business, agencies are still receiving requests for “ethnically ambiguous” on screen talent. However, brands should be leaning into their values, and the nuance and authenticity that creates audience connections that are both relatable and exciting, including intentional representation in front of the camera.
As brand values move to the forefront of consumer purchasing decisions and transcend demographics, storytelling with strong characters is a meaningful way to connect with newer audiences, especially younger consumers. Brands have a tremendous opportunity to showcase their values by creating these deeper audience connections. In this conversation, we will discuss the importance of thoughtful, diverse casting to not only make stronger work, but build a partnership with clients that encourages them to lead with their values.