Fade To Black was launched just over a year ago by 18-year talent and casting veteran Michael Stevenson. While Stevenson had initially utilized out-of-house casting stages, his vision of a comprehensive, creative and technically advanced casting company came to fruition with the September 2001 completion of the 1200-square-foot studio in the company's lofty downtown space. That space also includes an edit suite, boardroom and full amenities, and is shared with The Artist Group, a top agency representing fashion direction and production, hair, make-up and prop and set styling talent.

In addition to some slick design touches, the FTB studio features high end mini-DV camera gear and capability for casting footage to be digitized, manipulated in Final Cut and viewed by directors and agencies online (on the latter capacity FTB is working with Toronto-based online ad process enablers Ad Beast).

The company's investment in streamlining the casting process reflects Stevenson's emphasis on adding value to casting and what he says is a growing awareness of the importance of talent in commercials. FTB has contributed casting know-how to such projects as Nike's "Tag/Shade Runner/Racing" campaign directed by Frank Budgen through Toronto's Steam and Budweiser "Foot Long Hot Dog Inventor" directed by Kuntz & Maguire through Imported Artists and spots for MasterCard (directed by Stacy Wall through frozen man); Charter Communications (directed by John O'Hagan through frozen man); Sears (directed by A Band Apart's Nigel Dick) and 7-Up (directed by Partizan's Phil Brown through Voodoo Films) among others. About 60 per cent of the company's work originates in the US.

Stevenson says his approach to the craft focuses on creativity, research and an intimate knowledge of union regulations across North America. "In order to do a thorough casting you have to do research," says Stevenson. "What sets us apart is the investigation, the research we do. It means watching directors reels and historical reels, keeping current with what's going on. It's also about discussing the agency's needs and discussing with the director the people they like to use and what will make the spot magic." During casting sessions, Stevenson will spend time blocking out scenes from script, he says, "so directors can see if the casting is helping them in the evolution of the spot."

With the link to The Artist Group, the facility represents a one-stop casting and styling resource. The Artist Group talent is prolific in commercials and print as well as music video and PR: the Artists have guilded such lilies as Cameron Diaz, Liv Tyler, Marisa Tomei, Destiny's Child, Ben Affleck and Courtney Love. The Artist Group's Julie Miller cites an increase in the incidence of commercial makers remaining in Toronto for print work after shooting commercials in the city.

Webfiles:

Fade to Black> http://www.fadetoblack.tv