Real-people casting, done in-house

About this work

We talk about casting because we take it seriously. The people tell the story, and getting those people right can make or break the work. Depending on the assignment, that might mean traditional casting, deep character research or finding real people with a genuine connection to the story: athletes, families, fans, employees, experts, communities and people you aren't necessarily going to find in a casting database. For DICK'S Join the Run '26 that meant 500 performance athletes auditioned through local run clubs; for HOKA's Like a Pro, two NCAA college athletes cast through the NIL process and matched to the brand and the situation, not filtered from a marketplace by follower count; for TriHealth, real patients and first-time parents alongside professional actors; for Nebraska, Ohio Tourism and Scooters Coffee, casting was the service we were hired for. We handle research, outreach, vetting and interviews in-house when it makes sense, and work with an incredible network of casting directors across the country when the work calls for it. However we get there, the goal is the same: find the people who make the story feel true.

Questions

What does "real people" casting mean?

People with a true connection to the subject, found by research and outreach rather than a casting database: athletes, employees, fans, families, experts.

Is casting done in-house?

Yes, when it makes sense: research, outreach, vetting and interviews. We bring in casting directors across the country when the work calls for it.

Can you cast at scale?

Yes. 500 performance athletes were auditioned for DICK'S Join the Run '26; casting is a role on most of our work, from statewide tourism campaigns for Nebraska and Ohio to multi-brand retail work.

Do you also cast professional talent?

Yes. TriHealth's cast mixed real people with professional actors.

Can you cast college athletes through NIL?

Yes. For HOKA's Like a Pro we cast two NCAA athletes through the NIL process. NIL marketplaces filter athletes by sport, school and audience size; we cast the athlete to the brand and the situation, then handle the NIL agreement and compliance so they arrive on a real production, not a social post.

Do you cast children and families?

Yes. Back-to-school campaigns for HOKA and ON, the high-school players on Bat Lab Softball and the first-time parents on TriHealth were all cast by us. We have experience with the unique challenges of casting and managing real people, including children and their families.

Field Notes: Join the Run '26 · Be Seen. Be Heard. Be Healed.