How to write a casting brief for a UAE campaign

A good casting brief does more than describe who should appear on camera. It gives everyone involved the same understanding of the work, the schedule and how the finished content will be used. That makes a shortlist easier to assess and helps prevent surprises after a favourite talent has been selected.

Whether you need a model for a product shoot, an actor for a commercial, a presenter for an event or a creator for social content, start with the decisions below. You can refine the creative details with your account manager; the important part is to share what is already known.

1. Start with the campaign, not a headshot

Write one or two sentences about the brand, product and audience. Then describe the role the person will play. “Warm, confident presenter who can explain a technical product to a live audience” is more useful than “professional-looking person.” Include references for tone, styling or performance when they genuinely clarify the brief.

Think about the mix of people your campaign should represent. Relevant experience, on-camera presence, language skills and the ability to perform the role are more useful screening criteria than a narrow visual preference.

2. Say exactly what you need the talent to do

Name the talent category and the expected work. A model may need to wear several looks; an actor may need dialogue; a creator may be responsible for filming and editing; an event host may need to handle live transitions and audience questions. If the role requires Arabic, English or another language, state whether the person must speak it on camera, read from a script or improvise.

List the number of people required, any essential skills, and whether the same person will appear across multiple assets. Separate requirements from preferences so strong candidates are not excluded for a detail that can change.

3. Make the production plan visible

Include the shoot or event date, location, expected call time, approximate hours and any fitting, rehearsal or travel requirements. If a date is still tentative, say so and give the likely window. Note who will provide wardrobe, hair and makeup, props and transport. These practical details affect availability as much as the creative concept does.

4. Define deliverables and usage before discussing fees

Specify what will be produced: for example, one hero video, three cutdowns and still photographs. Say where the material may run, such as paid social, organic social, a website, outdoor advertising or an event screen. Include the intended territory and usage period, plus any exclusivity or whitelisting requirements. If the assets may be reused later, flag that early.

The fee is tied to the work and the rights being granted. A day on set and a year of regional paid-media usage are different parts of a booking. There is no single price that fits every category, experience level or usage plan, so share a realistic budget range and ask for a quote against the same scope for each candidate.

5. Explain how the shortlist will be chosen

Tell the casting team who approves the shortlist and when a decision is needed. If several stakeholders are involved, agree on the criteria before profiles arrive. Review each candidate against the role, relevant work, availability and budget. A clear decision process keeps feedback specific and helps the next shortlist improve if the first group is not quite right.

A brief you can copy

Project: [brand, product and campaign goal]. Role: [talent category, number of people, tasks and essential skills]. Audience and tone: [who the work is for and how it should feel]. Production: [date or window, city, call time, hours, travel, wardrobe and rehearsal]. Deliverables: [number and format of final assets]. Usage: [channels, paid or organic, territory, duration and exclusivity]. Budget: [range and what it includes]. Decision: [approver, shortlist deadline and final confirmation date].

If some answers are still open, mark them as “to confirm” rather than leaving them out. A useful first brief is honest about uncertainty and specific about the decisions already made.

Ready to cast?

Castly helps brands prepare briefs and build shortlists of models, actors, presenters and creators for campaigns in the UAE and wider GCC. Send the details you have to partners@castly.co, and the team can help shape the remaining decisions.