What Makes a Great Casting Brief: A Guide for Producers
At Aura Casting, we’ve learned that a clear and detailed casting brief can completely transform a project.
The more information we have from the start, the faster and more accurately we can find talent who bring your concept to life. Whether you’re producing a national commercial, a lifestyle stills shoot, or a voiceover campaign, your casting brief is the foundation for everything that follows.
When producers share a thoughtful, complete brief, it helps us understand not only who we’re casting but also how to represent your brand’s tone, story, and goals. Below, we’re breaking down what makes a great casting brief and how it helps everyone save time, avoid confusion, and get stronger results.
Include All the Key Details
A great brief starts with the essentials. Our casting team always appreciates when producers include as much information as possible up front, even if some details may change later. Shoot dates, location, fitting information, talent rates, specific usage, placement, and length of the campaign are all helpful starting points. If you’re not sure about the right rates, we’re always happy to help determine those based on the scope and usage.
We also love when producers share character descriptions, scripts, and mood boards. These help us visualize the tone of the project and understand what kind of performances will best match your creative direction. The more we know, the better we can tailor our search to find the perfect talent.
Performance Notes Matter
Casting isn’t just about finding people who look the part. It’s about finding actors who can deliver the tone, emotion, and subtlety that your story needs. That’s why performance direction is so important to include in your brief.
For example, if you’re looking for a subtle, natural read but don’t mention that, we might send you a wide range of interpretations: big reads, understated reads, and everything in between. Sharing those notes up front helps us narrow the field and get you closer to your vision right away.
If it’s easier to discuss performance details in a quick call, we’re always open to that too. Some nuances are best explained through conversation, and we find that a short creative call can make a huge difference in aligning expectations before auditions begin.
When Briefs Are Vague, Everyone Feels It
We completely understand that projects evolve, and sometimes details change as production gets closer. Even so, it’s helpful to know what direction you think you’re heading. If you’re unsure between two creative paths, just let us know. That context can prevent missteps later.
When a brief is unclear, it often sends us back to the drawing board. We might have selected different actors to audition if we had known certain creative notes or performance preferences. Having the full picture from the beginning saves everyone valuable time, especially on fast turnaround projects.
Visual References Go a Long Way
Mood boards, video references, and sample links are all extremely useful. These give us and the talent a visual sense of your tone and style. Maybe your brand favors clean, bright energy, or maybe it leans toward a more cinematic look with grounded performances. A visual reference helps us and the actors immediately understand what world they’re stepping into.
We can also help translate your creative direction into clear audition instructions, ensuring that every talent knows exactly what tone, pacing, or expression you’re looking for. The clearer the brief, the better the submissions will be.
Character Descriptions That Go Beyond Looks
Producers often focus on age range, ethnicity, or general appearance, which are important, but character descriptions should also capture personality and energy. Are they confident and composed, or quirky and playful? Do they have a dry sense of humor, or do they wear their emotions on their sleeve? These nuances can drastically shift who we bring forward.
Even a single line of additional description such as “relatable and grounded” versus “bold and charismatic” helps us fine tune the casting call to attract the right performers.
Usage, Rates, and Logistics
Usage and talent rates are easy to overlook in early conversations, but they’re crucial. Knowing where and how long the content will run determines what kind of talent we reach out to and what kind of agreement we’ll need to negotiate.
If you’re unsure what the right rate should be, we can help calculate that based on the media plan and duration. We want to make sure everything is aligned and transparent before we begin outreach.
And if there’s a fitting, travel, or wardrobe component, we’ll make sure that’s communicated clearly in the breakdown. All of these logistical notes affect who’s available and willing to participate, especially on short timelines.
Our Casting Brief Checklist
We like to keep it simple. Here’s a quick rundown of what helps us cast efficiently and effectively:
Shoot date(s)
Fitting details (if applicable)
Talent rates (we can help you determine these if needed)
Usage placement and length
Location of the shoot
Character descriptions and script (if available)
Performance direction
Mood boards or visual references
Notes about tone or pacing
If you’d like a version of this checklist you can use for future projects, we’re happy to share it. Just reach out and we’ll send it your way.
Why It Matters
When producers give us a strong brief, it saves time, sharpens the search, and gets everyone closer to the right talent. It also sets the tone for collaboration. We’re on the same team, working toward the same creative goal, and a thorough brief is the best first step in getting there.
At Aura Casting, we love being part of that process, helping bring your ideas from the page to the screen by finding the people who make your story feel real.
Ready to cast your next project? Contact Aura Casting today.
