Selma Nicholls is an award winning casting director and founder of Looks Like Me Casting, with a decade of industry experience casting factual, VOD, branded content, theatre and commercials for the UK and global markets.  Looks Like Me believes in raising the profile of underrepresented voices featured in mainstream content, celebrating an inclusive spectrum of talent through casting.

Selma, was motivated by her daughter Riley-Ann, who questioned her own identity at three years old due to the limited visibility of children that looked like her on TV, billboards, theatre shows, the big screen, magazines and within advertising content. This motivation led Selma to found ‘Looks Like Me Casting’.

Selma’s motivation has since seen her presented with the ‘Best Casting Director Recognition Award’ 2024 from The Black British Theatre Awards for immersive theatre production Rumble in the Jungle, alongside awarded from the Casting Directors Association for ‘Best Casting of an Open Media Project’ 2024 for the Queen Charlotte Global Orchestra Promo, ‘Best Casting of a Live Performance’ 2024 for Rumble in the Jungle and ‘Best Casting Featuring Children in a Commercial’ 2022 for George Asda ‘Arrive Like You Mean It’ and an ‘Arts and Media Senior Leader Award’ from the Black British Business Awards 2018.  To date, Looks Like Me casting has worked with businesses as diverse as LEGO, Disney, Barbie, Dove, Google.  Selma cast the child cast for the Grammy award winning video ‘Brown Skin Girl’ by Beyonce in Disney’s Black is King film, and the Queen Charlotte Global Orchestra featuring Alicia Keys for Netflix Promo advert.