Casting overview & checklist

Introduction

Casting is the process that involves hiring key, supporting and background talent suitable for a role. Every time we cast we make a conscious choice about representing the people we serve. So even with background roles, casting plays a part in sharing who we are and who we are for.

Please refer to these guidelines when shooting both photography and video.

Casting principles

These guidelines have been designed to support you in bringing to life the Jobs and Joys of Canada through the people we feature. Canadians are known around the world for being welcoming and it’s this warmth and authenticity that we strive to capture. We’re also on a journey to becoming a diverse, equitable and inclusive society and this is another key consideration when casting.

Who we cast

Be real

Primarily we’re looking for authenticity in the people we cast. They should be people who appear likeable, welcoming, warm and have a natural charisma.

Be diverse

Canadians from all walks of life come into our stores and they should all be represented in our materials. Seek opportunities to break stereotypes to increase our choices of underrepresented groups.

How we cast

Be open

We all have unconscious biases. To help find real and remarkable talent, start from a place of asking whether the casting can be open rather than pre-selecting a specific type of person. Cast for the role not the actor and be open to new ideas outside the stereotypes.

Be clear

If your role requires a specific skill, talent, emotion or interaction, be clear about those requirements to effectively narrow your search by skill set rather than demographic.

When casting please also consider our Canadian Tire Values:

1. Inclusion is a must.
2. We are stronger together.
3. We take personal responsibility.

Casting calls

For consistency, please use these DIB statements when making casting calls:

At Canadian Tire Corporation (CTC), we are committed to fostering an environment where belonging thrives and diversity, inclusion and equity are infused into everything we do. We believe in building an organizational culture where people are consistently treated with dignity while respecting individual religion, nationality, gender, race, age, perceived ability, spoken language, sexual orientation and identification. We are united in our purpose of being here to make life in Canada better.

Accommodations

At CTC we stand firm in our core value that inclusion is a must. We welcome and encourage candidates from equity-deserving groups such as people who identify as racialized, Indigenous, 2SLGBTQIA+, women, people with disabilities and beyond. Should you require any accommodations in applying for this role, or throughout the interview process, please make them known when contacted and we will work with you to meet your needs.

Casting checklist

• Are you representing real, warm, welcoming Canadians, in all their diverse forms?
• How are you ensuring your cast reflects Canadian Tire’s values (which include inclusion)?
• Consider how your talent can subtly reflect the brand persona that’s relevant to the shoot, e.g. neighbour, expert or enthusiast.
• Does your casting brief define the role and not the actor?
• Are your casting specs as broad as possible?
• Does the talent need to perform, show emotion, or interact with others? (Storytelling.)
• Does the talent need to have a skill or ability? (In-situ.)
• If you require specific talent, have you used inclusive language and shared the context for being specific?
• Have you reviewed the last few shoots to ensure you’re creating an overall sense of diversity for the brand?

Enjoy the process of bringing this to life and stay open to the possibilities.