Street model casting keeping it real
The way brands are potrayed today has been revolutionised by the increasing popularity of street casting. The idea of finding raw unique and interesting talent on the streets and throwing them into advertising campaigns to sell products has taken off in Australia as around the world.
Major players like Cadbury, Sony and Saba have all taken to the streets to fill their advertisements. Saba recently shot their last campaign with Scott Schuman (aka The Sartorialist), street casting all the talent from the streets of Melbourne. The latest Sony Ericsson campaign features cool kids found on the streets of Barcelona. Brands like D&G and Calvin Klein have also used street casting as a way to re-connect with their audience, the controversial D&G campaign in the US that was cast by casting legend, Jennifer Starr was the first in fashion history to feature same sex couples!
Finding a fresh new face for a brand in Australia can get expensive, especially in the midst of a recession. Street model casting not only provides a fresh new face for a brand but comes at half the cost. As Casting Directors, we have learnt to discover beauty and character in all pockets of our nation. Keep your eye out for new amazing, beautifully quirky faces to grace billboards and magazines as more brands pound the pavement for that competitive edge.
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Featured Contributors: Adam Browne & Kristen Perich
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