Casting

During the concept, storyboarding and scriptwriting phases, Hencar works with you to clarify your message and decide how it should be presented. During all of these phases, we consider another key area: Who will be presenting your message? This has a direct impact on all of the other stages in the pre-production process.

Who Should Be On Camera?

Whether you want to be on camera yourself is strictly up to you. It’s not for everyone. Some people just don’t like to be in the spotlight, and that’s OK. Or maybe the spotlight is what you crave, and you secretly opened a business because you love to connect with people. That’s OK too. There are many shades in between these two extremes, and we’re happy to work with any of them to give you the video you want, at the comfort level you need.

Part of the research you do as you scout out video production companies involves some intense self-examination. We say over and over that you’re the expert in your field, and you’re best qualified to tell us if we’re hitting the mark during the various stages of video development and production. But at some point you should ask yourself, “Who should be representing my product or service in this video?” Should it be you? Or do you want to go with an actor or actors? This is a critical decision, and while we can give you feedback, ultimately this is your call.

When Should You Hire An Actor?

Susan on a casting call

We’re not suggesting you need to hire someone to pretend to be you in the video. But consider this: would the video be more impactful if it was centered on an enactment or re-enactment? Perhaps you operate a home security business. A re-enactment of an attempted break-in being detected and thwarted by your superior monitoring system will be a great illustration of why your services are the best. However, your viewers will expect actors portraying police officers to rush to the scene and arrest the perp. They won’t expect to see you dashing into view and tackling the burglar yourself.

There are other reasons to consider actors. The tone of your campaign and the type of video you’re interested in creating are big factors. Maybe you want to have a character or mascot pitch your product instead of you. Do you know who the chairman of Progressive Insurance is? Probably not. But you certainly know Flo. Would the Progressive commercials be half as effective and fun if they centered on the company’s chairman instead of Flo? Most likely not. If you’d like to develop a long-term character for a series of videos, we can certainly help with that.

On the other hand, if you’re a motivational speaker who regularly offers coaching to businesses, we absolutely want to see you on the screen. If you’ve built a large portion of your brand around you, your energy and your personality, these absolutely need to be highlighted if you want to convince people that you mean business.

This is not an all-or-nothing prospect. It’s certainly possible to mingle actors with you and your staff in a video. Perhaps there will be scenes involving actors only, interspersed with you explaining why your product or service is the best option for solving the dilemma they illustrated.

If you really feel strongly about having a personal involvement in the video presentation, but just aren’t comfortable on camera, consider doing off-camera work, such as voicing all or part of the narrative. Some people who would absolutely freeze up on television can be the most engaging people imaginable on a radio show or podcast.

Testimonials

This is also the time to consider testimonials. While it may not be “casting” in the strictest sense, it is important to have reliable people who come off well on camera to give you effective endorsements. If you want to include these testimonials in your video, consider carefully not only who your most enthusiastic clients are, but which ones are most likely to generate enthusiasm among the people who watch your video.

It’s important to remember that your video will be seen by countless people on several different outlets. It could even go viral. With that in mind, you need to make sure you put your best foot forward at all times. Sometimes, that means hiring an actor to do the stepping. Ultimately, we can all agree that a video is an investment in what’s best for your business. With that in mind, let the casting call begin!

 

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