Casting is undoubtedly a crucial department in most, if not all, commercials. An interesting talent can transform a simple, generic spot into something memorable. Vice versa, an unsuitable choice can make even the most creative, well-executed film into something you wouldn’t watch to the end.
As an acclaimed director and producer once told me – put all the effort and money you have into what is in front of the camera, and you’ll have great results. For proof, look at Netflix’s ‘Adolescence’ – a TV series rather than a commercial, but an extraordinary piece of casting (shout out to Shaheen Baig Casting!) that made waves through the whole filmmaking community.
An actor’s face is the first thing most viewers remember – and how they relate to it is extremely important. The talent is the bridge between the brand and the buyer, and it builds that connection on an emotional level.
In advertising, a good casting choice (rooted in good casting proposals to begin with) can be the difference between a campaign being a huge hit or a huge miss. In a typical commercial, a person or their face can be on screen for 50% to 70% of the film – the brand’s logo, by comparison, for less than 10–15%.
Agencies know this, which is why the process is usually long and extensive – and rightly so. They have to be hands-on if they want to maximise results from a campaign.
This is why we at Film Fixers Balkans focus on giving clients tailored talent selections for every role, no matter the screen time or budget.
We believe in direct, clear and quick communication between director and casting director, so everyone is on the same page from day one. Every day lost in miscommunication is one less day to find the perfect face for the brand. We give our directors as many opportunities as possible to give feedback, however many sessions we have planned.
Just as important is the pool of talent to pick from – and, honestly, the Balkans have their own limitations regarding diversity. We have solved that by working with casting partners who can cast almost anywhere in the world, including big hubs like London, Berlin and Paris.
So if you are worried about casting for your next commercial in the Balkans – that’s understandable, but it is a worry we have solved. By improving both quality and quantity, we give client, agency and director the best chance to pick the right talent for the job.
This article was first published on LBB Online on 26 March 2025. Learn more about our work across 19 countries at filmfixersbalkans.com.
