Apollo

Apollo's international commercial project, MADE OF, conducted a local casting call in Kazakhstan based on a global brand brief, combining the requirements of the international campaign with a precise local selection of characters.

A global brief describes a character in a general way—one that works in a dozen countries at once. Local casting translates this generalization into specific individuals, and this is where the project most often diverges from the client's expectations.

The challenge is finding people who meet the campaign's requirements without appearing foreign in their own country. One without the other makes the shot either foreign to the local audience or inappropriate for the brand.