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Katie has directed multiple UGC/Real People campaigns and been responsible for the research, casting and pulling together of content on hundreds more (including the iconic Dove campaigns and the recent, highly emotive NHS/ITV ‘Clap for Carers’). Having founded real people casting and research agency Raw Research , Katie has years of experience tracking down the perfect people and location for any project, inserting that magical moment, that face that just draws you in. She has an enviable network of both, having worked on so many campaigns over the last few years. Having founded Raw Research in 2018, Katie was a casting researcher/director/producer prior, and has vast experience in this area.
Katie’s Approach: Whether it be real people shot in a studio, or UGC being directed remotely from home, I consider myself to be a real people advocate – with careful guideance and support, real people can capture beautiful and authentic moments. Every real people/UGC job needs a bespoke approach and I understand more than anyone that it’s not a one size fits all solution. With years of experience with UGC/Real people, I have access to a dynamic and creative group of multi-skilled Street-Casters and Phone-Bashers; Self-Shooters and Self-Starters; Story Scouts and Internet Explorers. They can find you that face in a crowd and the perfect location to shoot in and would aim to elevate the campaign from the rushed UGC that Covid-19 has at times been producing to something really warm, uplifting and special. My team at Raw Research is made up of ex-Creatives, Producers, Directors and casting specialists, so we all really understand the needs of the client and agency well and aim to make the UGC/Real People process as smooth as possible for everyone. We’ve done this plenty of times and know how to avoid the challenges of UGC/working with real people. We aren’t phased by lockdown in the slightest! I also understand that some projects come with their own in-house researchers and am happy to adapt as needed.