Behind the Scenes: How Laik/a Casting Is Redefining Casting in Latvia

Talent Is Everywhere

So tell me your story: how did you get started and what was the main mission of Laika in the beginning?

Laik/a began six years ago, born out of a need for dedicated casting resources locally and internationally—for advertising, co-productions, and film projects.

I joined the team more than 3 years ago, bringing nearly a decade of experience and a strong sense of mission. I am a theatre director however COVID hit, it changed the course of my career—that’s when I decided to dedicate myself to casting.

Together with colleagues, Laik/a has focused on pushing ethical standards—ensuring fair contracts, transparent rights usage and talent-first practices. Besides that, I also lead educational workshops, acting classes and share industry tips on Instagram, making casting more accessible to all. We also educate people: for example, I do workshops for kids to prepare them for big screen shootings, and on our Instagram we’ve started a series of posts with simple explanations about the industry.

A Mission Beyond Casting 

Could you describe the people who usually work with you?

At Laik/a, you don’t need a resume packed with stage experience. In fact, you might just get casted while grabbing your morning coffee. Talent can be anywhere—on the streets, in cafés or in the schoolyard. We work with everyone from babies to seniors. 

Recently, we were casting for a glamorous woman over 50 for a global cosmetics brand and we’ve also cast children in wheelchairs for a world beloved Lego campaign. 

A few weeks ago, one of our talents came back from shooting in India, so there is no age or space limits to casting.

A Casting Process That Puts People First

What is the standard casting process from application to final selection?

The casting process at Laik/a is simple, welcoming and human-centered. Applicants can join the database through an online form, visit the office or even be approached on the street since we do street casting. We might approach you if we spot you somewhere and think you’d be a good fit. 

After initial photos and forms, candidates may be invited to record a short video at the studio. From there, clients select candidates, Laik/a handles the paperwork and the shoot moves forward. 

It’s not about being a trained or a polished actor. Natural presence and authenticity go a long way.

Why It’s Worth It 

What really drives you and what are the best things about the business you’re in?

My biggest joy is watching people, especially kids, light up when they see themselves on set. One of the boys from Laik/a’s education workshops landed the biggest role ever given to a Latvian child actor. 

Recently, I took a group of young pianists to visit a  film set  ahead of their shoot. They were wide-eyed—it was like walking into Disneyland as there was a historical set of palace and the feeling of travelling in time. Those moments always warm my heart.

For the average actor with a typical number of offers, would you say acting is a well-paid job today?

It really depends on the project and the person. For some, €100 a day feels like a good deal; for others, it’s not much at all. Rates can vary widely, especially with international commercials and film projects, which often pay significantly more than local ones. 

For most people, it’s more of a side job than a primary source of income. But honestly, money isn’t always the main motivation. Many people do it for the experience, for fun, or even for social reasons. Especially older people—some just want to try something new.  We’ve even had seniors find love on set. Those are the kinds of stories that make this job really special.

A couple of tips for a beginner

If I were a talent or an actor, could you please give me some advice?  

The most important thing is to just be yourself. Don’t try to act like someone you’re not. We often see people—especially girls—who already carry themselves like they’re stars. And honestly, I can say with almost complete certainty—those are the people who usually don’t get chosen. What clients are really looking for is authenticity.

It’s much more about empathy and presence than technical acting skills. And that starts with how you show up. Come dressed simply—natural colours work best. A plain black or white T-shirt with jeans is perfect. Simplicity and authenticity always stand out.

Looking Ahead: A Baltic Vision

Could you tell us a little bit more about your current plans?

Laik/a is growing fast. We’re seeing more international collaborations. A casting director in Latvia might be working with a German production team and a Lithuanian cast, for example. In Europe, there’s a lot of movement and exchange across borders, even though the systems in the UK and US operate differently.

We have already started castings in Estonia, Lithuania. The next step? Expanding our talent pool and launching educational programs—not just for kids but for adults too. We’re focused on growing our brand through educational initiatives.

On a personal note, I’m currently studying law and working on my master’s thesis, which focuses on takeovers in Latvia. One of my long-term goals is to collaborate with the Ministry of Culture to help shape industry-wide policy. That’s just my personal ambition for now, but I believe it’s achievable within the next five years.

The Unsung Heroes 

How do you see the development of the casting industry in the near future?

What excites me most is that casting is finally getting the recognition it deserves. It’s a behind-the-scenes process that’s often overlooked, but that’s changing—starting next year, casting will be an official category at both the Oscars and the European Film Awards. That’s a big step forward for the industry. 

As the field becomes more diverse, this recognition matters—not just for talent, but for the industry as a whole. Casting directors have long been the underdogs. Casting is foundational. It’s easy to call an actor to set—but getting the right one there takes insight, empathy, and a whole lot of behind-the-scenes work.