Commercial Casting: Questions & Answers
Practical answers to common questions about commercial casting, street casting, real people, talent usage, casting budgets and the production process. Whether you're an agency, production company, director or brand, this guide explains how commercial casting works and what to consider when planning a campaign.
Planning a commercial campaign?
COMMERCIAL CASTING BASICS
What does a commercial casting director do?
A commercial casting director helps a production find the right people for an advertising campaign, from professional actors and models to real people, specialists and street-cast contributors.
The role starts with understanding the creative brief and translating it into a practical casting process. This can involve researching and sourcing talent, working with agencies, street scouting, running auditions or self-tapes, organising callbacks, presenting suitable options to the director and agency, and managing the casting process through to final selection.
Commercial casting is about more than finding someone who looks right. The strongest casting considers how someone fits the creative idea, how naturally they perform on camera, whether they can respond to direction and whether they work within the practical requirements of the production.
At MXM, casting can involve professional talent, real people, street casting or a combination of approaches, depending on what the campaign actually needs.
What does a commercial casting director cost in London?
Commercial casting fees vary depending on the scale and complexity of the project, the number of roles, the casting approach and the amount of work required before the shoot.
As a general guide, a casting director's fee for a commercial project might sit within the £1,800–£3,500+ range, with more complex campaigns potentially requiring more casting resource. This fee is for the casting service itself and is normally separate from performer session fees, usage or buyouts.
A straightforward single-role casting will naturally require less work than a campaign involving multiple roles, extensive street scouting, several casting rounds, children, international searches or multiple locations.
The best way to establish a realistic casting budget is to start with the brief and understand exactly what needs to be found, where, when and how much of the casting process needs to be managed.
How does commercial casting work from brief to shoot?
A typical commercial casting process starts with the creative brief.
The casting director establishes who is required, what the people need to do, where and when the shoot takes place, and what the intended usage is.
From there, casting may involve agency searches, direct sourcing, street scouting, auditions, self-tapes, casting sessions or a combination of approaches.
Suitable candidates are then presented to the director, agency and production team, usually through photographs, profiles, audition footage or callback tapes. Once the preferred cast is selected, availability, fees, usage and contractual details are confirmed before the shoot.
The exact process varies considerably between campaigns. A single-role TVC can be relatively straightforward; a large campaign involving multiple real people, children or international casting can require considerably more planning.
What should a production company give a casting director in a commercial brief?
A strong casting brief should explain the creative idea, the character or people required, age range where relevant, location, shoot dates, number of roles, intended performance, budget, usage, territory, exclusivity requirements and any essential practical considerations.
Reference images, scripts, mood films or previous campaign examples can also help a casting director understand the intended tone and visual world.
The clearer the brief, the more accurately a casting director can source and assess people. If something is still undecided, that's fine too. A good casting conversation can help shape the brief before the search begins.
Street Casting & Real People
What is street casting?
Street casting is the process of finding people outside traditional talent agencies and casting databases who naturally fit the creative requirements of a commercial campaign. Rather than starting with professional actors, a casting director may search in real-world environments, communities, social spaces or through targeted research to find people with the right look, personality, lifestyle, skills or lived experience.
Street casting can be particularly effective when a campaign needs people who feel genuinely connected to the world being portrayed. Someone might be selected because of their personality, occupation, subculture, sporting ability, sense of style or simply the way they naturally interact with people.
Street casting doesn't necessarily mean using completely untrained people. Depending on the brief, the casting process can include professional actors, experienced real people, completely new contributors or a combination of approaches. The important thing is finding the right person for the creative rather than forcing every brief through the same casting route.
How long does street casting take for a commercial campaign?
The time required for street casting depends on the brief, the number of people required, the locations involved and how specific the casting criteria are. A straightforward search may be completed relatively quickly, while a campaign looking for several very specific real people can require considerably more research and scouting.
As a guide, allowing around 1–2 weeks can provide useful time for sourcing, initial conversations, screening, filming casting material and presenting suitable options. More complex campaigns may need longer, particularly when several locations, specialist skills, children or international casting are involved.
Street casting also benefits from allowing time for the people found to be properly assessed. Looking right for a campaign is only part of the process; they also need to be comfortable on camera, available for the shoot and able to respond to direction.
The earlier a casting director is brought into the production, the more opportunity there is to explore different routes to finding the right people rather than relying on whoever happens to be available at short notice.
What is the difference between street casting and traditional agency casting?
Traditional agency casting generally starts with professional performers represented by talent agencies. A casting director can search established rosters for people who match the character, performance requirements and creative direction of the campaign.
Street casting takes a different approach. Instead of starting with existing professional talent, the casting team actively searches for people in the real world who fit the brief. This might involve physical scouting, social research, community contacts, referrals or other targeted approaches.
Neither approach is automatically better. Professional actors can bring experience, reliability and the ability to deliver specific performances, while real people can bring genuine personality, lived experience and a natural connection to the subject of a campaign.
For many commercials, the strongest approach is actually a combination of both. A casting director can search professional talent while simultaneously exploring real-person and street-casting options, giving the director and agency a wider range of possibilities.
Can a casting director find real people as well as professional actors?
Yes. Commercial casting doesn't have to mean choosing exclusively from professional actors.
Real people can be particularly effective when a campaign needs genuine personality, a specific lifestyle, community, skill or lived experience. Street casting can uncover people who would never necessarily appear on a traditional talent database.
The important distinction is that “real person” doesn't mean “untested.” Someone may be completely new to commercial work but still need to demonstrate that they can respond naturally to direction, work comfortably on camera and deliver what the production requires.
Depending on the brief, a casting director may search professional actors, real people, street-cast contributors or a combination of all three. The right approach is determined by what the campaign actually needs rather than by a fixed casting formula.
How do you find authentic people for a brand campaign?
Authentic casting starts with understanding what the campaign actually means by “authentic.” Rather than searching for a generic version of “normal people”, a casting director can identify the behaviours, interests, communities, skills and personalities that make someone genuinely right for the campaign.
That might involve street scouting, social research, referrals, existing casting networks, community contacts or a combination of approaches. The route will depend on the brief and the type of person the campaign needs to find.
The strongest real-person casting usually happens when the person already feels like they belong in the world of the campaign. Styling, art direction and production can then support that authenticity rather than trying to manufacture it.
At MXM, the aim isn't simply to find someone who looks believable. It's to find someone who genuinely brings the right personality, energy and lived experience to the idea.
How do casting researchers handle street scouting permissions and consent?
Street casting involves approaching people in real-world environments, but finding someone suitable is only the beginning. A casting researcher needs to establish clearly who they are, why they are approaching the person and what the casting opportunity involves before progressing them through the process.
If someone is interested, the casting team should explain the nature of the project and obtain the appropriate consent before using their personal information or casting material for the production process. Any photography, video or recorded casting material should be handled in line with the agreed purpose and the production's requirements.
For commercial work, it is also important to distinguish between casting consent and permission to use someone in the finished campaign. Being approached or participating in a casting does not automatically mean that someone has agreed to the final commercial usage. Once a person is selected, the appropriate performer agreements, releases, usage terms and other production paperwork need to be dealt with.
The exact process can vary depending on the location, production and type of contributor involved. For that reason, street casting should be treated as a properly managed casting process rather than simply approaching people and taking photographs.
Commercial Casting Budgets & Usage
How much should I budget for commercial casting?
Commercial casting costs vary depending on the scale of the campaign, the number and type of people required, the casting approach and how much work is involved before the shoot.
For a straightforward commercial casting project, a casting director's fee might sit within the £1,800–£3,500+ range, with more complex campaigns potentially requiring more. That fee is for the casting service itself and is normally separate from performer session fees, usage or buyouts.
A project involving several roles, extensive street scouting, multiple locations, international casting or several rounds of callbacks will naturally require more casting resource than a simple single-role casting.
The best way to budget is to start with the brief: who needs to be found, where they need to be found, how many people are required, and what the production expects the casting team to manage.
Are casting fees separate from talent fees and usage?
Generally, yes.
The casting fee pays for the casting service itself — for example, briefing, sourcing, street scouting, auditions, callbacks, client presentations and casting administration.
The talent fee is what the performer is paid for their work on the shoot.
Usage or buyout relates to how the resulting performance or image can be used after the shoot, depending on the agreement.
These are separate costs and should be considered separately when preparing a commercial production budget.
For example, a production might have a £2,500 casting fee, several performers receiving their own session fees, and additional usage payments based on the campaign's agreed media, territory and duration.
That distinction is particularly important when budgeting a large commercial campaign.
How are commercial talent usage buyouts calculated in the UK?
Commercial talent usage buyouts in the UK are generally based on the performer's Basic Session Fee, with additional fees reflecting how and where the finished campaign will be used. The final cost can depend on factors including the medium, duration, territory, exclusivity and the individual performer's circumstances.
For example, if a performer has a £500 BSF and a campaign is agreed for 12 months of use, the usage fee could be calculated using the agreed duration and territory rates for that particular campaign. Using a 2.0× duration multiplier as an illustrative example would produce £1,000 before any applicable territory loading or other agreed costs. A global campaign may then attract a substantially higher usage fee than a UK-only campaign.
These figures are an illustrative example rather than a universal industry rate. Commercial usage should always be quoted against the actual brief, intended media, territory and duration.
Planning a Commercial Casting
When should I book a casting director for a TV commercial?
Ideally, a casting director should be involved before the production schedule becomes fixed, particularly when the brief involves real people, street casting, children, specialist skills or a very specific character.
For a straightforward commercial, allowing a couple of weeks for casting can provide enough time for sourcing, auditions, callbacks and decision-making. More complex projects should allow considerably more time.
Early involvement also gives the casting director an opportunity to challenge or clarify the brief before casting begins. Sometimes a seemingly simple request — for example, “someone authentic who can skateboard and has a great sense of humour” — requires a much more targeted search than a standard actor casting.
The earlier casting is considered, the more options the production is likely to have.
What information does a casting director need from an agency?
A useful commercial casting brief should explain the creative idea and the practical requirements.
At minimum, a casting director will want to know the character or people required, approximate age range where relevant, gender where relevant, location, shoot dates, number of roles, performance requirements and any essential skills or characteristics.
It's also important to understand the intended media, territory, duration and exclusivity requirements, because these can affect the talent budget.
Reference images, scripts, treatments, mood films and previous campaign examples can be extremely useful. The clearer the brief, the more accurately a casting director can source and assess people.
If something is still undecided, that's fine too. A good casting conversation can help shape the brief before the search begins.
How far in advance should commercial casting start?
For a straightforward commercial casting, allowing around 1–2 weeks can often provide enough time for sourcing, auditions and client decisions.
However, that isn't a universal rule.
Street casting, real-person casting, children, specialist skills, multiple locations, large casts or international searches can all require considerably more time.
It's also worth allowing time for callbacks, availability checks, usage discussions and contracting once the preferred cast has been selected.
If a production has a fixed shoot date, involving the casting director as early as possible gives the team more options and reduces the risk of trying to solve casting at the last minute.
Specialist & International Casting
How do you cast children for advertising campaigns?
Casting children for advertising requires additional planning because there are specific safeguarding, licensing, chaperoning, working-time and welfare considerations that do not apply in the same way to adult performers.
The casting process itself still starts with the creative brief: finding a child who genuinely fits the role rather than simply matching an age or appearance.
Once suitable children have been identified, availability, parent or guardian consent, licensing requirements, working conditions and production arrangements need to be considered before the shoot.
For UK productions, children's casting should be planned well in advance, particularly where local authority licensing or other paperwork is required.What information does a casting director need from an agency?
A useful commercial casting brief should explain the creative idea and the practical requirements.
At minimum, a casting director will want to know the character or people required, approximate age range where relevant, gender where relevant, location, shoot dates, number of roles, performance requirements and any essential skills or characteristics.
It's also important to understand the intended media, territory, duration and exclusivity requirements, because these can affect the talent budget.
Reference images, scripts, treatments, mood films and previous campaign examples can be extremely useful. The clearer the brief, the more accurately a casting director can source and assess people.
If something is still undecided, that's fine too. A good casting conversation can help shape the brief before the search begins.
Can you cast internationally for a UK commercial campaign?
Yes. International casting can be handled alongside a UK commercial production, depending on the brief, territory, locations and requirements of the campaign.
This might involve sourcing people who are already based in a particular country, working with local casting contacts or running remote auditions and self-tapes.
International casting also introduces additional considerations around availability, travel, contracts, usage, local requirements and potentially visas or work permissions.
The earlier these requirements are established, the easier it is to build a realistic casting plan and budget.
Production & Casting Roles
Who pays the casting director on a commercial production?
The casting director's fee is usually part of the production's casting budget and is normally agreed with the production company, agency or other commissioning party before casting begins.
Exactly who raises the purchase order or makes payment can vary depending on how the production is structured. On some projects the production company commissions the casting directly; on others the agency or another production partner may manage the relationship.
The important point is to establish the casting fee, scope of work and payment terms at the beginning of the project so everyone understands what is included.
For independent casting services such as MXM, the casting fee is separate from performer fees and talent usage unless specifically agreed otherwise.Can you cast internationally for a UK commercial campaign?
Yes. International casting can be handled alongside a UK commercial production, depending on the brief, territory, locations and requirements of the campaign.
This might involve sourcing people who are already based in a particular country, working with local casting contacts or running remote auditions and self-tapes.
International casting also introduces additional considerations around availability, travel, contracts, usage, local requirements and potentially visas or work permissions.
The earlier these requirements are established, the easier it is to build a realistic casting plan and budget.
What's the difference between a producer and a director?
The producer and director have different responsibilities on a commercial production, although they work closely together throughout the process.
The director is primarily responsible for the creative execution of the film. They shape the performance, visual approach and storytelling, and work directly with the cast and wider creative team to bring the concept to life.
The producer is responsible for making the production happen. Depending on the production structure, this can include managing budgets, schedules, crew, locations, casting logistics and the practical requirements needed to get the project from the brief to the finished film.
There can be overlap, particularly on smaller productions, but the distinction is useful when it comes to casting. The director will often have a strong view on the type of person and performance they want, while the producer helps make sure the casting process works within the production's budget, schedule and practical requirements.
A casting director sits between those creative and production considerations, helping translate the brief into a realistic casting process and presenting suitable people for the director, agency and production team to consider.
What is a production manager's role during a street casting shoot?
A production manager is responsible for the practical organisation of the shoot and helps make sure the production runs safely, efficiently and within the agreed budget and schedule.
During a street casting shoot, this can involve coordinating crew, locations, timings, transport, permits or access requirements, equipment and other logistical considerations. Where real people or members of the public are involved, the production also needs a clear process for managing consent, contributor information and the practical arrangements around filming.
The casting team focuses on finding and assessing the right people, while the production manager helps ensure the wider production can actually operate around them. Good communication between the two is particularly important when casting is taking place across multiple locations or to a tight schedule.
What is a line producer's role in commercial casting?
A line producer is responsible for managing many of the practical and financial aspects of a commercial production, making sure the project can be delivered within the agreed budget, schedule and production requirements.
In relation to casting, this can include understanding the casting budget, confirming what the production can accommodate, coordinating casting requirements with the wider production plan and making sure costs such as casting fees, performer fees, travel, accommodation or other contributor-related expenses are properly accounted for.
The line producer may not be involved in the creative casting decisions themselves, but they can be an important part of making sure the chosen casting approach is realistic and workable. For example, a brief involving multiple locations, specialist performers, international talent or extensive street casting may have significantly different production implications from a straightforward single-role casting.
A good casting director should therefore understand the production realities behind the creative brief and communicate clearly with the line producer or production team when casting requirements could affect budget, schedule or logistics.
Creative & Campaign Casting
How does a casting director collaborate with a Director of Photography (DoP)?
A casting director and Director of Photography work together where the people being cast need to work within a particular visual concept or shooting style. The DoP may have considerations around framing, movement, lighting, camera distance and how a person will appear on screen, while the casting director focuses on finding people who fit the creative brief and can perform naturally on camera.
This can be particularly important for real-person casting. Someone might look perfect in a photograph but behave very differently when filmed, or their natural movement and presence may not work for the intended visual approach. Sharing references and discussing the intended shots can help the casting director understand what the production needs before presenting people.
The casting director isn't there to determine the cinematography, but understanding how the people will be filmed helps ensure the casting choices work in the finished commercial.
What does a creative director look for in a commercial casting tape?
A creative director is usually looking beyond whether someone simply looks right for the brief. They may be assessing whether the person feels believable within the campaign, understands the tone of the idea and has the personality or presence needed to communicate it.
For commercial casting, small details can make a significant difference. How naturally someone speaks, reacts, moves, listens or responds to direction can tell the creative team much more than a photograph alone.
For real-person casting in particular, the aim isn't necessarily to find someone who gives the most polished performance. Sometimes the strongest casting is someone whose personality feels completely natural and appropriate to the world of the campaign.
A good casting tape should therefore give the creative team enough information to understand who the person is and what they could bring to the idea, rather than simply demonstrating that they can perform a line.
What is art direction in real-person commercial casting?
Art direction is the process of shaping the visual world of a commercial — including elements such as location, colour, styling, props, composition and overall aesthetic — so that everything supports the creative idea.
With real-person casting, art direction can be particularly important because the aim is often to create a world that feels believable rather than overly constructed. The person, environment, clothing and details around them all contribute to whether the finished image feels authentic.
Good casting and art direction should therefore work together. The casting director finds people who genuinely fit the world of the campaign, while the creative and production teams build the visual environment around them.
The strongest results usually come when those elements feel naturally connected rather than when authenticity is added as a visual effect after the casting has already been decided.
