Commercial Auditioning with 2 LA Casting Directors

Commercial Auditioning with 2 LA Casting Directors


Course Description:

“Commercial Auditioning with 2 LA Casting Directors” A 4-Week Intensive with Vicki Goggin & Michael Sanford (via Zoom)

Learn how to have a lucrative career in acting for commercials from two top Los Angeles Commercial Casting Directors.

This is a deep dive into all areas of TV commercial auditions with quick insight given into tools, processes, and mindsets that actually nail auditions right now and can set you up to be the one who books in today’s rapidly and constantly changing world of commercial auditions, both those in person and more important than ever now, post-2020, those done through the new paradigm of self-tapes.

Availability: Available on backorder

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4-Week Session Dates:

  • Saturday – March 12th, 2022, 11:00 am to 1:00 pm (PST)
  • Saturday – March 19th, 2022, 11:00 am to 1:00 pm (PDT)
  • Saturday – March 26th, 2022, 11:00 am to 1:00 pm (PDT)
  • Saturday – April 2nd, 2022, 11:00 am to 1:00 pm (PDT)

WEEK ONE  – Michael Sanford

The Players and the Psychology – Learn how those whom you’re actually auditioning for think, and what they actually need/want, that only you will uniquely (and can easily) bring to the casting session.

Actors are introduced to the Players in, and the process of the commercial audition. They learn how to view their own and each other’s auditions using the eyes and mindset of Directors and Ad Agencies (the ones who decide who will book), as well as the Casting Directors.

Non-dialogue commercials – the on-camera interview. This is a popular audition for all those roles in which Performers don’t have lines but are still considered and paid as Principal actors. It’s also an audition towards which most actors innocently take the wrong approach. Actors learn that it’s not a test, and how they’ll make it a slam-dunk rewarding experience for not just themselves, but also for those considering them for the role.

WEEK TWO – Michael Sanford

Dialogue commercials. Actors are given copy from one or more of Michael’s auditions. New techniques are added to those learned in Week One, and then the actual audition experience with Michael is simulated.

WEEK THREE – Vicki Goggin

Vicki’s hands-on class attacks every current need of both the casting director and her advertising clients, stripping away outdated layers of “commercial acting” formulas in which actors get stuck and focusing on that which authentically brings out your believability, personality, and flexibility of performance, essentials in today’s fast-paced, unpredictable and if done correctly, very fun, casting environment. Class material is pulled from Vicki’s thousands of casting sessions to date. Class outlines are subject to change, just like commercial auditions!

One Liners – One of the most common auditions, but one even the most experienced actors don’t know how (or don’t bother) to nail. Vicki shares the arsenal of simple [secret] tricks she uses in auditions to help actors breeze through and nail one liner auditions (or any troublesome single lines in longer copy) with the believability, personality and flexibility her Directors and Ad Agencies want.

Actors learn how to direct themselves with these tricks… and how to rise above the competition who just “says” the line. If time allows, students will also tackle the more challenging slogan-based one-liners.

WEEK FOUR – Vicki Goggin

Two Person Copy. This is a culmination of everything absorbed Weeks One, Two and Three, now adding the inevitable partner scenarios and the spontaneous use of Improv/Ad Libs (both voluntarily and when things go wrong, out of fun heroic necessity) to the final audition equation.

QUOTES from Vicki Goggin:

  • “Every commercial audition is a vehicle for your personality.”
  • “In commercials, the character is you. Nobody does you better than you; heck, you’ve been doing it for 20, 30, 40+ years. Believe me, I know – I’ve seen plenty of others try to do Vicki, and no one does it even remotely as well as me.”
  • “In dialogue auditions, your screw-ups may be gifts from the gods.”
  • “If you screw up, make-it-up. You’ll always find your way back to the copy, and no one will die.”


Vicki Goggin

Casting Director, Commercial Audition Technique

Vicki Goggin has cast thousands of national as well as digital, regional and foreign commercials over the past  30 years. She started as the in-house commercial casting director for two of New York’s largest ad agencies  before staking her claim on Los Angeles as Vicki Goggin & Associates Casting..She works consistently with  top directors, production companies, ad agencies and brands. She has cast films and TV for FOX, MSN, ABC,  Lifetime, NBC, Comedy Central, Nickelodeon; but her passion is casting the actors in commercials and other  campaigns for high profile award-winning clients including McDonalds, Volvo, Coca-Cola, Walmart, BMW,  Facebook, Gillette, American Airlines, Sketchers, Bayer, Microsoft, Frito-Lay, Allstate, Lipton, GMC and so  many more.


Michael Sanford

Casting Director

Since opening Sanford Casting in the spring of 2000 Michael has worked with many top directors, production companies, and advertising agencies to create an actor and client friendly office bringing 1000’s of  commercial campaigns to life. In 2009 he expanded into a full service company to include feature films, television, music videos, digital content and more. In 2018 he partnered with Jillian Johnston who is based in Atlanta to open a southeast office, Sanford Johnston Casting. He has been awarded a CSA Artios Award for his work on the Oscar winning film “The Artist” alongside his friend and mentor Heidi Levitt, a TMA Heller Award for Commercial Casting Director of Year and a the Media Access Award for his work on the CSA Equity in Entertainment Committee.

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