Casting in the New Age of E-commerce with Clair Carter-Ginn of Forecast

Casting in the New Age of E-commerce with Clair Carter-Ginn of Forecast

Author: Daniel Jester May 11, 2021 Duration: 29:37

Summary

This week Clair Carter-Ginn of Forecast Agency joins Daniel to discuss the post-pandemic era of e-commerce content, what that means for casting, and the efforts to expand representation that will shape content in the future. 

Key Takeaways

  • Some trends in casting we saw pre-pandemic, have accelerated now that studios are beginning to open up again.
  • Content planning will be a huge benefit, with so many micro-channels of marketing all with specific content needs.
  • Talent usage is as important as ever with so many diverse channels for content. Buy more usage than you think you may need.
  • Influencer marketing and using relatable talent to share more than just product assets will continue to be a strategy, but bringing back more art director control as in person shoots start up.
  • Diversity continues to be an important effort in casting, even with complicated sample availability. More and more brands are following the lead of other industries and making budgets to include more diverse talent.

Links & Resources

Creative Production Day by Henry Stewart Events

Clair's LinkedIn

Forecast Agency on LinkedIn

Forecast Agency's Website

Forecast Agency on Instagram

Additional Reading on Diversity in Fashion - Vogue Business

Glossary
DE&I - Diversity, Equity, and Inclusion

Usage - Modeling contracts usually have stipulations about how and where an image with the model can be used. Print and Ad Campaigns sometimes costs more than digital or social. This is negotiated up front as "usage"

Influencer Marketing - Using an individual with social media clout and/or large followings to represent a brand, not only in images but usually inclusive of their personality as well. 

Law & Order - A long running fictional television series depicting the criminal justice system in NYC, known for its specific format, style, and easily recognizable intro and bumper sound effects

Credits
Produced by: Creative Force - creativeforce.io
Edited by: Calvin Lanz Sound - clsound.net
Hosted by: Daniel Jester - danieltjester.com


Hosted by Daniel Jester, The E-commerce Content Creation Podcast goes beyond the surface to explore the intricate world of visual storytelling behind online retail. This isn't just about taking pretty pictures; it's a deep dive into the entire creative engine that powers modern brands. Each conversation examines how photographers, videographers, stylists, and art directors actually work with marketing, merchandising, and tech teams to turn creative vision into tangible business results. You'll hear practical discussions about workflow, technology, and management that sit at the intersection of art and commerce. Covering a landscape that includes beauty, fashion, and countless other sectors, the podcast reveals how strategic content creation directly influences customer experience and organizational goals. For anyone involved in bringing a product to life online, these episodes offer a rare look at the collaborative challenges and solutions that define success in a crowded digital marketplace. Tune in for honest talk about the craft, business, and evolving technology of e-commerce visuals.
Author: Language: English Episodes: 183

The E-commerce Content Creation Podcast
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