Casting is the most important aspect of the video production process. It will make or break your marketing video (which is why we tend to jump up and down when we talk about this). This is no place to skimp—make sure you have the budget and the time to find the correct cast.
We tell clients to not rush this phase, even if it means pushing back their deadlines. It’s that important. Also, share audition tapes with trusted team members and friends.
Make sure you’re not the only one enchanted by this person. Your cast needs to be universally charming—did we mention funny, too? Hollywood stars earn ridiculous amounts of money because the success of shows and movies rides on their backs. Believe it or not, the same goes for a marketing video production.