Selma Nicholls is Founder & Casting Director of Looks Like Me, a casting and talent agency that aims to redefine beauty by raising the profile of underrepresented groups in the arts, fashion and advertising world.
The name of the agency, Looks Like Me, was inspired by her three year old daughter, who questioned her own identity when she saw limited imagery of children that looked like her in the media and asked why. With a background in creating content, casting and production, Selma designed and developed tailored workshops, editorials and castings that would open the door for black and ethnic minority groups to be more visible by challenging the status quo in the world of brand communications.
Award winner of the Black British Business Awards, arts and media senior leader of 2018!
Casting Director for advertising campaigns #SoWhiteProject, Tesco, Sainsbury’s, ‘DIVERSIFY’ by June Sarpong, Nickelodeon and Looks Like Me passion project ‘Hero In Us All’ that care about connecting with our audiences, championing inclusivity and leading in diversity, making an extraordinary difference to advertising content - being the change we want to see!