Assign a fictional character to the project. This is not a user persona (no "Millennial Moms"). This is a Jungian archetype. Is your brand "The Jester," "The Magician," or "The Orphan"? Describe how that archetype walks into a room.
Formally defined: Mood casting is the process of assigning emotional weights and sensory triggers to abstract concepts to generate a living, breathing atmospheric blueprint for a product, space, or narrative. mood casting
The vibe is not a collection of things. The vibe is a consciousness. Assign a fictional character to the project
Throw away the corkboard. The audition is open. Are you ready to master mood casting for your next campaign? Download our free "Archetype Casting Sheet" to begin scripting your emotional narrative today. Is your brand "The Jester," "The Magician," or "The Orphan"
Enter .
Gather assets that are not visual. Go to a recording studio and record a specific texture (velvet ripping, ice cracking). Go to a perfumery and find a base note (vetiver, oud). These are your casting materials.