Conceptcasting

Conceptcasting is a pre-production practice in media industries in which casting decisions are guided by a defined character concept or archetype before a final script or design is locked. It involves selecting actors or voice performers based on how their persona, voice, or physical presence aligns with an early concept, rather than solely on a completed character description. The approach is used in film, animation, video games, and advertising, and it commonly occurs during development phases such as concept art reviews, pitch decks, or pre-visualization sessions.

The process typically involves assembling concept materials—art briefs, mood boards, written briefs, and tone notes—to frame a character concept. Auditions or auditions-with-improv are conducted using prompts tied to the concept, sometimes including voice tests or short scene readings. Casting teams collaborate with writers, designers, and directors to assess fit across acting, vocal quality, and physical presence, and to ensure alignment with marketing or branding goals. As concepts evolve, casting choices may be revisited or refined.

Rationale for conceptcasting includes early alignment between performance and design, clearer direction for character development, and potential advantages in marketing and merchandising. It can also help producers test audience reactions and reduce later re-casting risk. However, it carries limitations such as potential rigidity if concepts shift, early commitment challenges, and concerns about labor rights or diversity if not managed carefully.

See also related concepts such as concept art, pre-visualization, and early casting.