Describing Street Casting When Writing TVC Treatments


Describing Street Casting When Writing TVC Treatments

Street casting isn’t a new concept in the world of TV commercials, nor is it new when it comes to writing TVC treatments. In the seemingly never-ending quest for greater authenticity in TV commercials, street casting has been the latest evolution toward even greater credibility and authenticity. So, it makes sense that, on the creative side, we “get” the idea of street casting: the process, its benefits, and why it’s the casting method of choice for certain TV commercials and brands.

By finding an individual who doesn’t have to act like someone else, directors come one step closer to the realness they seek in a protagonist or hero role. I’ll spare the part about directors and their approach to guiding non-actors on a set and just say that, in general, it’s a matter of

You be you. We’ll just watch. With this camera. Ignore the 25 people watching you. Action!

Street casting isn’t just about casting, either. It’s about having someone (or some people) who bring more than just authenticity – they also bring knowledge about the character you’re looking for. In essence, you get a resource – a mechanism for feedback that leads to authenticity that resides outside of talent and can work its way into the script, language, location, and finer details that a director may have otherwise been guessing at.

Talent that is street-cast are typically representative of those who embrace the lifestyle of the brand at-hand and have the right personality, excitement, or darkness (depending on the TVC) to walk onto a set and fit seamlessly with the story.

Putting Street Casting Into Your TVC Treatment Writing

Now, how do you explain all this to the agency and the client when you write (or have someone else write) a TVC treatment? Try explaining that:

  • Street casting will help evolve the story to be more meaningful to the target market because the target market will be IN the story.
  • You want to avoid the possibility of talent trying to act their way to authenticity.
  • There is no real substitute for the kind of authenticity that comes with street casting.
  • Street casting can lead to the kinds of magical on-screen moments you can’t always count on with trained talent.
  • Street casting is still a rigorous process (possibly even more rigorous than traditional casting) that often leads to better talent.
  • When we street cast, we connect with individuals, not individuals who are actors. We remove the mannerisms and training of drama school to reveal talent that is far more raw.
  • With street casting, we find the talent – the talent doesn’t find us.
  • Street casting typically means harder work, possibly more time, but with the payoff of a much better TV commercial.

Obviously, you’ll want to expand the above points in your treatment writing to includes details specific to your particular client/brand/project. But this should be enough to get you started and help you show the agency and client that street casting will be a far better results for the overall TVC project than traditional casting methods.

If you need a hand crafting some of this into a section, or if you need help with an entire treatment, you know where to hire a TVC treatment writer.




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