CASTING

Although we are proud of our Berlin heritage, we are a global company and our casting should reflect this. We want to show how our products improve the lives of our customers. They are the ambitious achievers - expect from our products more and aim higher.

Clearly, each brief will influence casting choices and performance style, but in general we are looking for the following traits in our talent:

PERSONALITY

Edgy with finesse, standing out from the crowd with strong personal style
With attitude but warm and approachable, never arrogant
Passionate and expressive personality, with charisma
Assured, confident and relaxed

CAMERA INTERACTION

Not necessarily models, real people
Authentic but extraordinary
Photogenic - confident in front of camera

DIVERSITY

Diversity (ethnicity, age)
If there is possibility go with natural couples, try to match
Having an animal is an option

ASSET TYPE SPECIFIC CONSIDERATION

If you are creating EPC in casting always prefer to have in person casting based also on talent's filmed performance

In 2DP go for a bit more boldness and presence
In video go for more natural, authentic and not posed behaviour

CASTING EXAMPLES

Please note the following images are from a wardrobe test shoot and do not not necessarily represent final casting considerations.

What drew us to choose this talent was his interesting face. He feels like he could be one of our Ambitious Achievers. The boxes that we felt were ticked are:

Approachable
Strong presence
Natural feeling in front of the camera
Interesting face
Not typical model type

What drew us to choose this talent was her interesting overall look. She feels like one of our Ambitious Achievers. The boxes that we felt were ticked are:

Strong presence
Has a bit of an edgy look
Natural face
Not typical model
Looks healthy

We want to cast talents in different age groups. What we look for with talents that are over 50:

Natural and interesting face
That looks like they can be styled with more edgier clothes
Interesting hair, as in this case – long hair (which might not be that usual)
Can act natural in front of camera
Not posed

CASTING NUANCES

We want to cast talents in different age groups. Adding this example to showcase what we look for with male talents over 40:

Natural and interesting face
Feels like one of our
Ambitious Achiever
Can act natural in front of camera
Not model type

However, this talent will not be cast again as it feels a bit close to the Electrolux Persona. With the left styling he becomes a bit too perfect and the right one that’s a bit edgier doesn’t work with his looks.

What we liked with this talent was:

Assurance
Relaxed attitude in front of the camera
Interesting face and hair

However, he won’t be cast again as he is a bit too short for the set. This is not a problem in close-ups but room set images with talent this can be more difficult.