Casting around for change; why the people on screen can make a difference

In my experience, each brand approaches casting in a different way but all of them have one thing in common; the words “we are looking for a diverse cast” emblazoned on the brief. 

That being the case, it’s a wonder that advertising’s entire output isn’t beautifully diverse in its casting. But, when it comes to putting your money where your mouth is, the truth can rear its familiar, patriarchal, capitalist head. Some brands deliver, support and are wholly invested in challenging the existing beauty norms, but we still have a long way to go because so many do not.

 It is easy to disguise something like wanting diversity in body shape as another excuse to control the human form.

It is easy to disguise something like wanting diversity in body shape as another excuse to control the human form. The ‘plus size’ model, for example, in certain arenas conforms to a patriarchal view of the plus size body; perfectly proportioned and pinched to fit the standards of those who decided on the desirability of that particular aesthetic.

Above: Even the use of ‘plus size’ models can, in certain arenas, conform to a patriarchal view of the plus size body and be an excuse to control the human form.

There have been shifts that allow bigger conversations to take place around things like body image (nested within larger topics around intersectionality). Though these may have started as brands ticking boxes, it is progress to some extent, but it's not enough. Big brands are cultural forces that have a power — and, in my view, an obligation — to change the narrative. But, in a world where these same brands have ignored and underrepresented great swathes of the population to make a profit, I believe it is the role of the director to shift this conversation and contest so called ‘norms’.  

Our bodies, gender, age, race, and sexuality are not to be apologised for and I learnt that far too late into my teens.

The world shifts at lightning speed and we have to keep evolving with it and make a concerted effort to effect change. Our bodies, gender, age, race, and sexuality are not to be apologised for and I learnt that far too late into my teens (thank you 90s advertising for stalling that realisation). It is so vital that we stop sending out this same destructive messaging to anyone, at any age. 

Above: It's not always easy to stand up to a client, but we have to show up for difficult conversations and challenge expectations.

The spectrum of diversity in casting has profound effects on the way consumer views themselves, and we need to keep educating them as well as ourselves, because us directors are at the heart casting decisions in the first instance. In a world where brands have such vast influence and power over personal perceptions it is important to undo the work of the old guard and make conscious, purposeful decisions when it comes to diversity on screen in every avenue. 

It’s not easy to stand up to a client. It’s hard to stick your neck out.

I speak from experience when I say it’s not easy to stand up to a client. It’s hard to stick your neck out. That said, integrity and conviction in your work will serve the world in a way far beyond the cheque you are getting at the end of this job. We have to show up for those difficult conversations and challenge expectations, but do so without accusation, and in an intelligent and thoughtful manner. Remember that a brand chose you and trusts you to direct the work, so show them why they hired you beyond the fancy camera tricks.  

My approach to casting is simple, I want to see the people on screen reflect the people I see in the world. I want people to feel safe from the moment they step into the casting room to when they see themselves in a campaign. I want to celebrate people and how truly glorious they are. I love humans. All the soft, as well as the hard edges, and I want to embrace the messy, beautiful, animal in all of us because that is where the magic is. And isn’t that what we all connect with in the end?