Casting is often the emotional centre of a project. The right face, voice or personality can shift the entire tone of a campaign and bring the creative direction to life in a way nothing else can. At TIAGI, we treat casting as a thoughtful process that combines cultural awareness, experience and a clear understanding of the brief.
Some brands come to us with a defined vision for talent. Others ask us to guide the search or curate options that help shape the creative. We move comfortably between both approaches, supporting the team while respecting the tone and intention of the work.
What TIAGI Offers
Our casting and talent support includes:
- Brief interpretation and talent mapping
- Pulling options from a global network
- Sourcing models, talent, influencers and creative personalities
- Regional casting for market specific campaigns
- Usage and contract negotiations
- Scheduling, travel support and on set coordination
- Talent management throughout the shoot
We manage both the practical and relational sides of casting to keep the process smooth and respectful.
Casting for Creative and Cultural Fit
We begin by understanding the world the brand wants to build. This includes:
- The tone of the campaign
- Demographic or cultural considerations
- Level of performance or presence required
- Whether the project leans editorial, commercial or character driven
- Any boundaries set by the brand or creative lead
We then curate options that feel aligned, well considered and varied enough to create meaningful discussion.
Region Specific Casting for Market Focused Work
One of TIAGI’s strengths is our ability to cast for specific markets. When brands produce content for audiences in different regions, we source talent who feel culturally relevant and authentic to that space.
This can include:
- Local models and rising talent
- Regional influencers or creatives
- Individuals whose presence resonates within the intended market
This approach ensures campaigns land with the nuance and resonance needed for diverse audiences.
Managing Contracts, Usage and Logistics
Once talent is selected, TIAGI handles:
- Usage terms and contract negotiations
- Rates and exclusivity discussions
- Travel planning and documentation
- Briefing and expectations
- On set care and coordination
Our role is to protect the brand, respect the talent and keep communication clear for all parties involved.
Supporting the Creative Team on Set
On the day, we ensure the talent feels supported and understands their role within the creative structure. We work closely with agents, glam teams and the creative director to maintain flow, adjust where needed and help the photographer or director get the best performance.
Whether the creative leadership prefers to direct talent tightly or work spontaneously, TIAGI adapts to their approach.
Why Brands Trust TIAGI with Casting
- A sensitive and thoughtful approach to talent
- Strong relationships with agencies, managers and independent talent
- Ability to cast globally and region specifically
- Clear, experienced negotiation on usage and rights
- A calm, supportive presence on set
- An understanding of how talent influences the emotional tone of a campaign
Casting is never a quick selection exercise. It is a curated process that shapes the story and the atmosphere of the work. TIAGI ensures that the people chosen feel aligned, intentional and central to the creative outcome.
