Every Actor Has A Brand.
Discover what sets you apart!
Who comes to mind when you think of the ultimate GEEK: Chris Hemsworth or Jessie Eisenberg? Who comes to mind when you think of the ultimate FEMME FATALE: Angelina Jolie or Melissa McCarthy? Which actor comes to mind when you think of the sensitive ROMEO type? Probably not Vin Diesel! Could he play Romeo? Of course! However, his choices would be very different from those of Timothée Chalamet because they have different…brands.
Every actor has a brand! Whether you like it or not. Why? Because it is the audience watching that decides what your brand is. A lot of actors hate the word “brand” - and that's fair - because it does not belong to the artist realm…it belongs to the casting table. Yes, we know, you are NOT a fancy shoe, a designer jacket, or a luxury watch. A brand is not to be feared. The good news is that once you are aware of your brand you can start to use it to inform your acting choices so that you can be the most original actor that a casting director, agent, director, producer, and audience has come across. YOU have a unique brand, unlike any other actor on this planet. Do you know what yours is?
“Many actors are trained to have an inside out approach to their work. What I do, is offer an outside in approach. I call it “the actors archetype”.
Once you know your archetype you can use it in your acting work to give you a unique edge.”
- George Konstand
What makes a brand?
There are many factors that make up the actor's brand. A major component is: Archetype. When casting directors are looking to fill an acting role they choose to bring into audition those actors who are close to fulfilling the typical idea of the role that they carry in their mind. Or sometimes quite the opposite! In either case, the casting director must know the actor's archetype - either to bring them in because they suit the role or because they are so opposite to the role - the actor's archetype is a vital part of the process of casting. YOU have a unique Archetype. Just think Jennifer Coolidge, Frances McDormand, or Florence Pugh. They own their own lanes because they each have a unique ARCHETYPE!
Archetype is the language of casting! Do you know your archetype?
Once an actor becomes aware of their unique archetype this instantly allows them to start making acting choices with a script that are dynamic and original.
“I see the role I’m casting as a red apple. And often the actor who is the reddest, juiciest apple will get that red apple role. However if you, the actor are a Banana, don't bend and contort trying to turn yourself into an apple. Gift the role with the fact that you are a Banana - and show them this is what the role looks like as a Banana.”
— Risa Bramon Garcia, Casting Director (Wall Street, Twister, Speed, Fatal Attraction)
Services
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Discover & Application
Discover your Archetype (headshots and scenes reviewed before session) and how to use your archetype to invent a unique brand position as an actor.
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Follow Up Sessions
Follow up sessions are a brilliant way to get feedback regarding scene work and further advice or clarification around choices involving your archetype.
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Nail the Audition!
Sometimes actors find it difficult to marry their archetype to the character that they are auditioning for. Work with George Konstand, to break down the character and tie it to your archetype in a way that serves your performance!
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Workshops
All workshops/presentations/Q&A available in-person or online, please email for more information.