Ask any director what decides whether a film or an ad works, and casting will be near the top of the list. The right face makes a thirty-second ad feel true. The right ensemble makes a short film feel lived in. The wrong choice, however talented the person, can pull a whole project off balance.
Casting is also one of the most misunderstood parts of production. It is not just about finding attractive people or famous names. It is about finding the people who can carry a specific story, in a specific style, on a specific schedule.
Our founder, Kuya Manzano, has seen casting from every side. In Spain he worked as a casting director for Dojo TV and for opera and zarzuela, as a casting assistant for Pape Pérez and on the feature film Juana la loca, coordinated extras on feature films, and worked as a booker for a models agency. In the Philippines he has been a casting associate for Rainbow Modelling Agency. And as an actor in film, TV and theatre in Manila, he has stood on the other side of many auditions. Here is how we approach casting actors for a film or an ad in Manila.
Start with the character, not the headshot
Before you look at a single photo, write down who each character is. Not just age and gender, but what they want, how they move, how they speak and what the audience should feel about them. A one-paragraph character note is the most useful casting tool you will ever write.
For ads, think about the brand as well. Is the spokesperson warm and familiar, or aspirational and polished? Should the family in the kitchen feel like real neighbours or like a magazine spread? These choices shape everything that follows.
Write a clear casting call
A good casting call saves everyone time. It should include:
- The project type: feature, short, commercial, online video or music video.
- Each role, with a short description, age range and any special skills.
- Languages and accents required.
- Shoot dates and locations, plus audition and callback dates.
- What the production offers, stated honestly.
- How to apply: photos, a short self-tape, a reel or a résumé.
Be specific about language. Manila productions often need performers who can work in English, Filipino and sometimes other languages. If a role needs native or fluent Spanish, say so plainly. That is a niche we know well, as we work in English and Spanish.
Where to find talent in Manila
Casting usually draws on several sources at once:
- Talent agencies and management companies, which can send suitable performers quickly.
- Theatre companies, a rich pool of trained actors who know how to prepare.
- Film and theatre schools, for fresh faces and serious young performers.
- Open calls and social media, especially for real people, specific looks or community roles.
- Your own network, including actors you have worked with before.
Theatre is often overlooked for screen work, and it should not be. Many of the strongest screen performers in the Philippines also work on stage. Kuya himself has worked with Repertory Philippines, Dulaang UP and productions at the Cultural Center of the Philippines alongside his film and TV roles.
Self-tapes and live auditions
Self-tapes have become standard for a first round. Give actors clear instructions: the scene or lines, framing, background, lighting, how to slate and the deadline. Keep the material short. A minute of the right scene tells you more than five minutes of a monologue.
For callbacks, bring the strongest candidates into a room, or a video call if needed. Live auditions let you see how an actor takes direction, which is often more important than their first take.
How to run a good audition
- Make people feel welcome. Nervous actors rarely show you their best.
- Give context: who the character is and what is happening in the scene.
- Watch the first take, then give one clear note and see how they adapt.
- Record every audition so you can compare later.
- Keep to time and respect people’s schedules.
A note we often give ourselves: cast the person you want to spend the whole shoot with, not only the one who gave the best single take.
Chemistry reads
If two or more characters share important scenes, read them together before deciding. Chemistry is real and it is hard to fake. A couple, a family, a team of colleagues: put the finalists side by side and watch how they listen to each other.
Casting for ads is its own craft
Commercials move fast and the camera is close. Actors need to deliver a line naturally in a few seconds, often many times in a row, and to handle a product as if they truly use it. When casting for an ad:
- Look for natural, believable reactions over big performances.
- Check that the performer has no conflicting brand commitments.
- Be clear about usage: where the ad will run, for how long and in which territories.
- Discuss wardrobe, grooming and any special requirements early.
Kuya has appeared in commercials himself, for brands including Tide, Sun Life, Chevrolet and Strepsils, so we know what an ad set asks of a performer.
Casting bilingual and international roles
Period films, international co-productions and brands that speak to several markets often need performers who are comfortable in more than one language or who bring a specific background. Do not leave these roles to the last week. Allow extra time to search, ask for self-tapes in each language the role needs, and have someone fluent judge the delivery, not just the accent. A role written for a Spaniard, for example, will feel very different when the actor truly thinks in the language. Kuya, who has played many Spanish characters in Philippine film, TV and theatre, knows how much that detail matters on screen.
Extras and background talent
Background actors make a world feel real, and they deserve the same respect as principal cast. Plan numbers, looks and wardrobe per scene, give clear call times, provide food, water and shade, and have one person dedicated to coordinating them. Coordination of extras is a role Kuya has filled on feature films in Spain, and it is one of the quiet keys to a smooth shoot day.
Contracts, consent and care
Before anyone steps on set, put the essentials in writing: dates, roles, compensation, usage rights, credit and any special conditions. Discuss intimate scenes, stunts or sensitive content openly and in advance, with consent. Minors need parental consent and extra care with hours and supervision.
Treat every actor professionally, from the lead to the last background performer. The industry in Manila is closely connected, and a reputation for kindness travels as fast as one for chaos.
Common casting mistakes
- Casting too late, leaving no time for callbacks or chemistry reads.
- Choosing a look over the ability to act the scene.
- Unclear language requirements.
- Forgetting to confirm availability for every shoot date.
- Skipping written agreements on usage.
How iChill can help
We can run casting as part of a full film production, or support your team with casting alone: character breakdowns, casting calls, auditions, callbacks and talent coordination, including Spanish-speaking and European talent. You can see our work in the Portfolio and learn more about Kuya’s background. If your project is a stage show, our guide to theatre production services in the Philippines covers casting for theatre as well.
Planning a project? Tell us about it
Tell us about your film or ad, the roles you need and your shoot dates, and we will help you find the people who can bring it to life.