4 min read
Casting real people, not models
Why most of our films star the people who actually do the thing, and how we find them.
Most of our films star people who do the thing for real: the swimmer who goes in every morning, the baker who starts at four. They are harder to find than models and easier to believe.
We start with the brand’s own world. Customers, staff, clubs and suppliers usually give us more faces than an agency would, and every one of them has a story we didn’t write.
On the day we keep the crew small and the takes short. Real people get tired of acting quickly, so we stop asking them to.
