Casademont

An international advertising campaign for the Spanish deli meat brand Casademont. MADE OF was responsible for local casting in Kazakhstan and assembled the cast according to the European brand brief.

The European brand brief and local casting work at the intersection of two ideas about what the right person looks like. Requirements come formulated for a different market, and they have to be precisely translated, not literally transferred.

Assembling an ensemble based on such a brief is more difficult than finding individual performers: not only the types must match, but also the way people look together—otherwise, you'll end up with a collection of the right faces without a common stage.