Why crafting your cast is the first step to success

16.02.24 | Adriana Macridakis

Hello! My name is Adriana and I am the Creative Producer here at Tatata Studios. This means that one of my core roles here is to build strategies alongside the client to cast and style our video productions. Here is a story of how that works and why it is important.

My belief is that casting is about creative collaboration, human connections and reading people’s energy and feeling.

Casting is not to be overlooked, as it can be a wonderfully creative and strategic process that plays a crucial role in the success of the campaign and project.

That’s why we dedicate enough time during pre-production to select the right candidates to bring the story to life.

It starts with understanding the story, its sentiment and the brand, then aligning with the creative team’s vision. After that, all casting choices should be based on the campaign goals, target audience, brand image, and overall vision, ensuring that each actor’s contribution is a strategic fit for the overall production.

Casting and styling are two elements that go hand-in-hand in a production.

The ultimate goal is to make a dynamic collaboration between a great casting and a great styling: this will elevate the visual and narrative aspects of the production.

The synergy between well-matched actors and carefully curated styling choices creates a visual harmony that enhances the storytelling and the overall viewing experience.

In short – who you see and what they are wearing are two of the most powerful and obvious elements of visual storytelling. Hence, at Tatata we pay special attention to these details and use them as an opportunity to make every framework as remarkable as the next.

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