How to write a casting brief that attracts the right talent

A casting brief is the document, email or form that tells an agency what you need for a shoot, campaign or event. The better the brief, the faster an agency can suggest people who genuinely fit, and the fewer surprises there are later.

Many delays in casting come from missing details rather than a lack of suitable talent. This guide walks through what to include and why each part matters.

Start with the project in one paragraph

Before any detail, describe the job in a few plain sentences:

• What are you making? An e-commerce shoot, a campaign, a lookbook, a social video series, an event?
• Which product or brand is it for?
• Where will the result appear?
• What feeling should it have? Warm and everyday, polished and luxurious, energetic and sporty?

This short summary helps a booker picture the job immediately. It also helps the models who are put forward decide whether the work suits them.

Dates, location and duration

Be as specific as you can:

1. Shoot or event dates, including any backup or weather dates.
2. Call time and expected length of the day, so talent can plan travel and rest.
3. Location: city, and whether it is a studio, outdoor location or venue.
4. Fittings or rehearsals, if needed, and when they will happen.

If dates are not fixed yet, say so. An agency can place a provisional hold (an option) on talent, but it helps to know how firm the plan is.

If the shoot involves travel across borders, include that early. Work permits and travel arrangements can take time, and requirements vary by country. Our article on working internationally explains why, and our global placement page covers how we support it.

Who you are looking for

Describe the talent you need in a way that focuses on the role rather than a narrow template:

• Number of models and the role each plays, such as "a couple in their thirties" or "three friends at a picnic".
• Age range the character should read as. If anyone under 18 is involved, say so, because consent, supervision and local rules apply.
• Look and styling: natural hair, visible tattoos welcome or not, specific hair length if it truly matters.
• Skills: walking for runway, speaking lines, driving, a sport, a language, comfort with animals.
• Sizes, if clothing is already made. Give the sample sizes, and use a consistent sizing system; our size converter can help when brands and talent use different systems.

Be honest about what is essential and what is a preference. A long list of "must haves" can rule out good people for reasons that do not affect the final image.

Usage, the part most briefs miss

Usage describes how, where and for how long you will use the images or video. It affects which talent is available and what the booking costs, so it belongs in the first brief rather than the final contract.

State:

• Media: website, social media (organic or paid), print, outdoor, TV, in-store, packaging.
• Territory: one country, a region, or worldwide.
• Duration: how long the content will be used.
• Exclusivity: whether talent must avoid working for competitors for a period.

Our guide to usage rights, buyouts and model releases explains these terms in more detail.

Budget as a range

You do not need to share an exact figure, but a realistic range helps an agency suggest talent you can actually book. Rates vary widely depending on the market, the experience of the talent, the length of the day and, above all, the usage.

If you are unsure what is realistic, say so. A good agency would rather talk it through than send options that do not fit.

Practical details on the day

Small details make a big difference to how smoothly a shoot runs:

• Whether hair and make-up are provided, or talent should arrive ready.
• Whether talent needs to bring anything, such as specific shoes or underlayers.
• Changing facilities and breaks.
• Meals, especially for long days, and any dietary needs you can accommodate.
• Who the on-set contact will be.

How to share references

Mood boards and reference images are helpful, but use them to explain mood, lighting and styling rather than as a request for a lookalike. If you share images of particular people, say what you like about them, such as the energy, the warmth or the styling, so the agency can find that quality in available talent.

Common gaps that slow casting down

• Usage left out or described only as "all media".
• Dates "to be confirmed" with no indication of when.
• Very narrow physical requirements that the final image does not really need.
• No mention of travel when talent will need to fly.
• No contact person for questions.

Your next step

Our casting brief form is built around the sections above, so you can work through it in a few minutes. If your project is still taking shape, contact us and we can help you shape the brief before you send it.