Voice Direction
... giving a voice to your message
An effective spot combines two potent ingredients: a script that's adapted to be spoken aloud rather than read, and a credible performance by the actors voicing the script.
We work with you at every step of the way to help you deliver a message that works: from ensuring the script sounds natural when voiced by a native French speaker, to casting the right actor, to giving thoughtful and constructive direction during the recording, to being on top of the details of delivery and approvals after the session has wrapped.
"Reverse Decision"
Rogers // Bundled TV, Internet and Home Phone services
Agency: Publicis // Keen Music
Media: Radio
Communication Objective: To create awareness for a variety of discounts when signing up for a bundle of services.
Execution: Springboarding off a successful series of "Rogers Tech Talk"-themed radio spots, this French commercial production required a delicate touch since the translation as provided was accurate, yet sounded a little stilted when voiced by the actors. Providing insight and rationale for each creative decision, we worked with the client and the agency to rephrase parts of the script, and directed the French voice talent to deliver the same fun and sense of urgency as in the original English recording.
"HealthyCanadians.ca"
Government of Canada // HealthyCanadians.ca
Agency: Quiller and Blake // Keen Music
Media: Radio
Communication Objective: To create awareness of a new Canadian government website for consumers to find health & safety information online.
Execution: A two-tiered process involving edits of three scripts aimed at the French-Canadian market featuring different situational themes that would undergo consumer testing. Meticulous casting and pre-production coaching with the French voiceover talent yielded three spots with an eventual winner that was re-recorded for final production. Another round of talent direction and script modifications was required to finish the work for broadcast.
"Start Looking"
Ancestry.ca
Agency: Glitteration Crate
Media: TV, Banner Ads, Email Newsletter, Product Website
Communication Objective: To drive interest in researching family history through a trial offer.
Execution: In addition to translating the script and directing the talent for the TV spot, we adapted the campaign slogan so that it captured the warmth and spirit of discovery of the original. We worked closely with the agency's production staff to ensure slogans and product names were accurate and consistent across all media throughout the length of the campaign and beyond.