Central to casting.

You look at casting tapes or photos until your eyes bleed.  The duds are easy to spot because they look wrong or can’t act.  But how do you choose between the real contenders?  The eyes.  Cover the bottom of the screen (or photo) while you watch the casting tape.  Just listen and look at the eyes.   The eyes really are the windows of the soul.  Focus on them.  That’s what viewers  of your advertising will do, eventually.


David Fowler is a writer and executive creative director in New York.
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