Archetype Impact Audit
The Service:
Make the right talent decision for your campaign, fast.
George’s Archetype Impact Audit gives agencies and brand teams a clear, evidence based recommendation on which shortlisted face will move your audience, fit your brand story, and lift creative in the first seconds. The audit translates perception science and forensic facial analytics into simple choices your team can act on today.
Built on The B.R.A.N.D.™ Method: Bias mapping, Resonance, Archetype fit, Narrative role, Decision triggers.
George Konstand created this method from years of screen performance coaching, brand storytelling, and research in attention, memory, and thin slice decision making. The result is a practical system that turns psychology into on camera direction and key art rules.
Why This Audit Matters:
Campaigns are won or lost in the opening beats. Your audience meets a face, then their brain decides whether to trust, keep watching, and move toward action. That decision is shaped by fluency, familiarity, distinctiveness, gaze, micro expression, voice tone, and the role the person seems to play in your brand story. The Archetype Impact Audit reads those signals for your exact brief, then shows you how to tune them.
What you get:
Executive Summary, one page: a single recommendation with the business reason, the story reason, and the creative reason it wins for your campaign.
Archetype Fit Score by segment: how each finalist lands with your priority audiences, including what they will likely feel on contact.
Audience Perception Map: warmth, authority, competence, distinctiveness, and trust cues plotted for clarity.
First Frame Checklist: posture, gaze, angle, facial muscle set, and background rules that increase processing fluency.
First Line Direction: vocal placement, pace, emphasis, and breath that sell the brand feeling without slowing momentum.
Key Art and Thumbnail Guidance: the top ten hero images to test, with copy pairings that match the archetype.
Risk and Optics Flags: potential misreads and culture sensitivities, with mitigation steps that keep creative intact.
Performance Direction Pack: three specific notes your director and talent can use on set, plus one calibrated beat change that creates memory without feeling forced.
Live Review Call, 45 to 60 minutes: align stakeholders, finalize the decision, lock direction.
Turnaround for a standard shortlist is typically three to five business days from intake. Rush options available on request.