Hello, Parev, Barev -
As 2024 kicked off, I was watching Michael A. Goorjian’s film AMERIKATSI, a beautiful piece that recently made history. It’s the first film from Armenia to be shortlisted for the Academy Award’s Best International Feature Film category. It centers on an Armenian-American (Charlie) who repatriates to Armenia only to end up in a Soviet prison. Charlie discovers he can see into a nearby apartment from his cell window, where a native Armenian man who is unaware that he’s being watched, slowly reveals the soul of Armenia hidden behind the iron curtain.
There are many reasons this film strikes a chord with me. The obvious being that I am part Armenian, but another that may not be as much - “I can see you better than you” Charlie says, as he watches the prison guard’s life unfold behind closed doors. I thought ‘Wow, what a perfect summation of my job’. Casting directors exist to see the potential in actors and their ability to bring a character’s essence to life - the bottom line of what directors rely on us heavily to find. And there are certainly moments when actors don’t realize who they can become (character-wise). In advertising, we find inspiring stories that help connect brands to customers. For me, storytelling comes in many forms and I appreciate that my 17+ years in casting have allowed me to understand and execute in both arenas - not just one, or the other.
As I enter my tenth year as an independent casting director, I feel humbled to have worked with filmmakers and talent of various racial and ethnic identities. Casting film/TV, commercials, and branded content has fed this forever student of Life with multicultural stories that seek to help people understand one another a bit more.
In that spirit and with our 10th Anniversary, the next phase for JPA Casting was to realize how it can further empower historically underestimated voices and expand its support to clients. With our creative division in motion, my team and I look forward to not only providing you with casting solutions but also contributing our unique perspective on your creative challenges.
In closing, may we continue to see others better and realize the best in ourselves!
