How It Works:
1) Brief
You share objectives, markets, segments, the feeling the audience must carry away, your shortlist, and any non negotiables. Include treatments, boards, scripts, or references if available.
2) Read
George applies the B R A N D Method to each face:
Bias mapping: what your audience likely brings into the viewing moment, category expectations, prior associations, platform behavior.
Resonance: the body level feeling your brand must transmit, safety, excitement, reassurance, possibility.
Archetype fit: the human pattern that makes your story easy to process, for example Hero, Guide, Caregiver, Sovereign, Rebel, Creator.
Narrative role: the part this person plays in your story, actor or guide, challenger or comforter, and how that role drives behavior in the opening beats.
Decision triggers: the cues that move a viewer from glance to attention to recall, gaze and angle, stillness and motion, color contrast, vocal entry, micro expression, and the button.
3) Stress test
Each finalist is run through your key beats and placements:
First frame, first second, first ten seconds: where attention, trust, and memory are typically decided.
Silent watch and sound on pathways: captions, mouth shape, vocal tone, and how the first line lands.
Key art, thumbnails, and OOH: figure ground clarity, silhouette, and headline pairing that increase selection.
Familiarity versus distinctiveness balance: how to remain easy to process while still being remembered.
4) Decide
You receive a single, clear recommendation with trade offs explained. You also receive the adjustments that make your chosen person perform even stronger inside your brand story. Strategy can defend it, creative can shoot it, edit can hold it.
Your team or appointed partners handle contracting, compliance, and production.
What Makes This Audit Different?
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The work draws on attention and memory research, processing fluency, thin slice decision making, and practical rules for faces and voices on camera. The language stays plain and the direction stays actionable.
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Gaze, eyelid tension, smile type, jaw set, head pitch, and micro timing are translated into do and do not notes your team can use. Voice recommendations cover placement, pace, emphasis, and the breath that precedes the first line.
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Archetypes are not slogans. They are working patterns that guide posture, gaze, wording, and image selection. Once set, they create consistency across key art, cutdowns, and regions without making the work feel mechanical.
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The audit focuses on the practical seconds where most value is won, the opening image, the opening line, the first beat change, the button that locks memory.
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The report gives creative language for the room, business language for leadership, and guardrails your partners can execute.
Testimonials
“We engaged George to work on a large and complex eCommerce enrichment project and were thrilled with the results. George is a connector and was effortlessly able to bring people together across the business and unite them all on a single focus and outcome. His approachable style and deep domain expertise set us up well for long term success.”
“I’ve seen first hand how George’s archetype analysis boosts the success of an advertising campaign. A secret weapon for any agency.”