Selma Nicholls, Founder and Casting Director of Looks Like Me casting agency, redefines beauty by raising the profile of underrepresented groups featured in the arts, fashion and the advertising world. Selma was the Casting Director for advertising campaigns including Tesco, Sainsbury’s, Nickelodeon, George Asda, LEGO, additional casting for Brown Skin Girl, part of #BLACKISKING a film by Beyonce on Disney Plus and Comic Relief. As a global public speaker, Selma demonstrates the importance of representation in casting and content and was guest speaker in 2019 for Utopia at Coca Cola AEP & Google, Rare Global in London & Tokyo. In 2020, Selma was a AdWeek panelist for the Pinterest and the Dots partnership ‘Show Us Amazing’ and guest speaker for Viacom CBS Inclusion Week ‘Be You. Belong’.