Casting In-situ & Storytelling photography

Approach to casting In-situ lifestyle photography

The role of In-situ photography

The primary purpose of in-situation photography is to feature our products in an ideal context, shown in their best light, with styling, propping and sometimes people to illustrate use scenarios.

In-situ photography is a key part of helping customers evaluate the product in their lives, so they can make a clear decision about its benefits and ultimately move them forward in their purchase.

As a result, this photography is more aspirational to make the product appealing and is shot in a controlled way to demonstrate specific benefits.

The role of In-situ talent

Talent plays a specific role or purpose in supporting the product. As they usually repeat actions numerous times and need to perform consistently, consider using people who can take direction.

And even though they are not the primary focus, they do represent our Canadian society and thought should be given to diversity, even within a given target audience.

Considerations for casting

• Is talent necessary to enhance or demonstrate the product? (Can you prop the shot to make it inviting, without using a human?)
• What is your target audience? What is the broadest definition of this for casting purposes?
• What is the specific action they need to perform? (Do they need the strength to carry a canoe?)
• Do they require any skills or experience? (Like using a power saw.)
• Will you see their whole body? Their face?
• Consider close-ups. (Do you need a hand model to hold a product?)
• Consider scale of the product. (If it’s a tiny hand drill, you might need a small hand.)

Representing a target audience

Representation matters. When people can picture themselves using a product, it encourages purchase. You’ll usually be given a target audience, which is great for marketing purposes. However, for casting, we should aim to broaden this definition of ‘target’ as much as possible. Include only the essential and defining characteristics to keep it broad.

For example, if we know we are seeking men, 40+, who are homeowners, and buy power saws, we can simply say:

Male identifying, adult, can confidently use a power saw.

Casting for instructional videos: personas over demographics

When casting for instructional videos, prioritize how the talent looks using it. These videos adopt our “expert”, “enthusiast” or “neighbour” personas, and this can also be conveyed through our choice of talent (as well as our text and voice over).

Consider:

• How capable and confident does the talent look performing the tasks?
• Do they have the attitude of an expert, the energy of an enthusiast, or the likability of a neighbour?

Approach to casting storytelling
Life in Canada photography

The role of storytelling photography

Our storytelling photoshoots are designed to capture our brand purpose from the perspective of our customers – Canadians living vibrant lives. In its own way, each image or series should feel enthusiastic, optimistic, inclusive, insightful and Canadian.

The role of our storytelling photography is to focus on the moments that our products help create, by capturing the feeling of Canadian life with authentic looking, documentary-style photography.

The role of talent in storytelling

The focus of these images is on the people and their experiences. Products are secondary and support their actions.

We feature spontaneous, real, imperfect moments. We see emotion and human connection. We want it to feel genuine and natural, not scripted or performed.

To achieve this, consider casting likable, interesting, and unexpected people, and when you need group interaction, consider casting ready-made units: couples, families (of all formats), extended families, friends. It’s their genuine joy and connection that will make these shoots successful.

In our storytelling, diversity is paramount as we seek to represent the full spectrum of life in Canada. This is our opportunity authentically to subvert stereotypes, actively avoid microaggressions, and intentionally include groups who are marginalised by systemic barriers.

Considerations for casting

• Start from a place of open castings, unless there is a contextual need: eg Lunar New Year
• Cast for the role (action and performance), not the actor
• Look for interesting, characterful people, not beauty or perfection
• Prioritize performance: expressive yet natural emotions
• Look for natural chemistry between talent
• Define any specific skills. (Do they need to be able to swim?)
• Review the last few Storytelling shoots to ensure you’re creating an overall sense of diversity for the brand

A note on authenticity

Support your casting choice by ensuring that the situation they’re in is authentic. For instance, if we’re showing a Korean family barbecuing, propping (food) and styling should feel authentic to the story of that family. To ensure we aren’t putting people in contrived, false or tokenized situations, check in with your talent prior to the shoot, and consult with our DIB team. This is especially important if you don’t share their lived experience.