Sun, Skin, and Script Notes: How to Nail Casting for Summer Campaigns
Ah, summer. The season of sun, rosé, and ridiculously early call times. For the advertising world, it’s a golden window—when brands push out campaigns bursting with warmth, freedom, and that unmistakable glow of “this could be your best summer yet.” But here’s the catch: none of that lands without the right faces to bring it to life.
Whether it's a sandy-footed beer ad, a dreamy travel montage, or a sweaty but stylish festival scene, casting for summer requires something special. And at MXM Casting, we know exactly how to find it.
Why Summer Casting Is Its Own (Sweaty, Beautiful) Beast
Summer campaigns aren’t like Christmas or Halloween—they’re not pinned to iconography or nostalgia. They’re feeling-based. A summer ad has to hit that instant “yes, I want to be there” vibe. So the cast? They’ve got to embody:
Energy (but not the cheesy, forced kind)
Charisma (like they’d be the best person to sit next to at a BBQ)
Relatability (sunburn, flip-flops, real-life joy)
It’s a delicate balance between aspirational and accessible—and we love that challenge.
What We Look For When Casting Summer Campaigns
1. Real Personalities, Not Just Pretty Faces
Of course, aesthetics matter—summer is a very visual season. But what producers often overlook is the personality behind the look. You want someone who moves like they belong in the sunshine. Someone who doesn’t look out of place popping a beer bottle on a rooftop or running barefoot across a lawn.
We prioritise performers and real people who feel lived-in, laid-back, and like they’ve actually enjoyed a park picnic before. Not just talent who can “act sunny”—but who are sunny.
2. Flexible Talent for Flexible Weather
Let’s not forget: UK summer is... chaotic. Shooting outdoors? You’ll need a cast who can roll with weather delays, adjust to golden hour sprints, and not flinch when it suddenly hails in July.
Our pool of seasoned talent (and brilliant real-people finds) are as unflappable as they are camera-ready.
3. Diversity That Reflects Real Summer Streets
Whether you’re capturing a multicultural street party or an ad for SPF that actually represents different skin tones, authenticity is non-negotiable. At MXM, we don’t just check diversity boxes—we cast people who reflect how Britain really looks on a hot day.
How We Work With Brands (Big and Small)
We’ve cast major campaigns for household names who need sizzle without stress. Think fast turnarounds, multiple deliverables, and tight wardrobe briefs. And we’ve also street cast for tiny but mighty brands who wanted real people in real summer situations—from council estate water fights to niche music festivals.
Case Study: The Unfiltered Travel Ad
One of our favourite summer jobs involved casting two real-life best mates (found on Instagram) for a travel brand’s "unfiltered summer" campaign. They weren’t actors. But they had the exact chemistry and ease the brand needed. The result? The campaign outperformed every scripted spot they’d run in the past.
That’s the MXM touch: knowing when to ditch the casting mould and go real.
Casting for Content, Not Just Campaigns
Today’s summer shoots are rarely just one hero ad. We’re casting for multi-channel content—TikTok teasers, UGC-style stories, behind-the-scenes reels, and OOH stills.
We know how to source people who play across platforms:
Confident on-camera
Comfortable improvising
Easy to direct (even when it’s 30 degrees and the ice cream’s melting)
The Secret to a Great Summer Campaign?
It’s not just the lighting. It’s not just the location. It’s the people. And when you cast talent who bring the heat (and the charm), the whole campaign shines.
At MXM Casting, we bring sun-drenched storytelling to life with talent who are the real deal. So whether you're dreaming of sunlit kisses, sweaty pub gardens, or slow-motion cannonballs—let's make your next summer campaign sizzle.
