POV: I Can See You Better Than You.
Hello, Parev, Barev -
As 2026 began, I found myself watching Michael A. Goorjian’s AMERIKATSI — a beautiful film that made history as the first from Armenia to be shortlisted for the Academy Award for Best International Feature Film.
It follows an Armenian-American (Charlie) who repatriates to Armenia only to end up in a Soviet prison. From his cell window, he discovers he can see into a nearby apartment, where a native Armenian man — unaware that he’s being watched — slowly reveals the soul of Armenia hidden behind the iron curtain.
There are many reasons this film resonated with me. The most obvious is my Armenian heritage. But another, perhaps less obvious, is a line Charlie says: “I can see you better than you”.
I remember thinking what a perfect summation of my job.
Casting directors exist to see the potential in actors and their ability to bring a character’s essence to life. It’s the foundation on which directors rely on us to bring a script to life. And there are moments when actors don’t yet realize who they can become.
In advertising, our work takes a different shape — we uncover real stories that help connect brands to people. For me, storytelling exists across both worlds, and over my 17+ years in casting, I’ve developed a perspective that allows me to move between them with intention. Not just one or the other.
Since working independently from 2014 onward, I’ve collaborated with filmmakers and talent across a wide range of cultural and racial backgrounds. That work has shaped me into what I still consider a student of life — one continually learning through stories that help us better understand one another.
From there, the next chapter became clear: how to expand that lens and further support historically underestimated voices while offering more to the clients I work with.
With the soft launch of JPA., my team and I are stepping into that next chapter, bringing not only casting solutions, but a creative and strategic perspective to story development and the challenges that come with it.
In closing, may we continue to see others more clearly — and in doing so, realize the best in ourselves.