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Sébastien Chorney

Founder and Creative Director

Early childhood experiences as a French voice actor sparked an interest in audio, music, and the storytelling power of words, which led to his first career in audio and music production.

He then co-founded an interactive media consultancy, producing audio podcasts and online content as brand extensions for film and TV production companies, and for marketing purposes within the industry.

These experiences conspired to create a patient and thoughtful style which today influences his work and art as a translator, copywriter and commercial director.

Today, dēcodr serves some of the world's leading consumer brands and their agencies, helping them communicate an authentic message to French-speaking Canada and Quebec. Working across all platforms, including TV, radio, online, experiential, social media, OOH and product packaging, dēcodr’s copy and adaptation work can be found in every corner of the country.

Sébastien graduated with honours in Translation from Concordia University in Montreal, and a diploma in Audio and Music Production from the Harris Institute for the Arts in Toronto. An accomplished musician with a love for the arts, he shares his time between Montreal and Toronto.

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The dēcodr Manifesto

We do GREAT work that sets the standard.

We are RESPONSIVE. Our communications are prompt, clear and helpful. We provide unambiguous answers and thoughtful, carefully considered creative decisions, based on a magic formula of taste and market knowledge. We follow up before the client thinks to follow up. We take the initiative to ensure clarity and consistency in everything we do. We deliver the goods.

We are PROACTIVE. We take charge, take responsibility and get things doneWe anticipate the consequences of our creative decisions on our clients' business, and we provide thoughtful, insightful counsel. We ask probing questions. We clarify what's unclear. We provide options and recommendations along with the context required to completely understand them. 

We are HELPFUL beyond what is merely asked. We anticipate problems and solve them before they become problems. In so doing, we find solutions to problems our clients didn't even know they had. We help our clients as though their business was our business. We are committed to helping them succeed and look good to their clients and stakeholders.

We are DEPENDABLE. Our clients know exactly what they are getting with us: impeccable service and a great translation that delivers results. We are committed to upholding the highest standards of quality and service. We help our clients sleep better at night knowing we are managing the French side of things.

We are ALERT. We keep close watch on culture, trends and what is happening in the French-Canadian marketplace so that the tone and style of our work is always relevant. We stay up to date on tools, technology and ways of managing workflow that improve the quality of our work and our level of service.

Some inspiration we love, by Ray Dalio and the guiding philosophy of his firm (Bridgewater), as quoted in his book, Principles:

“Bridgewater is not about plodding along at some kind of moderate standard, it is about working like hell to achieve a standard that is extraordinarily high, and then getting the satisfaction that comes along with that sort of super-achievement.

Our overriding objective is excellence, or more precisely, constant improvement, a superb and constantly improving company in all respects.

Conflict in the pursuit of excellence is a terrific thing There should be no hierarchy based on age or seniority. Power should lie in the reasoning, not the position, of the individual. The best ideas win no matter who they come from.


Criticism (by oneself and by others) is an essential ingredient in the improvement process, yet, if handled incorrectly, can be destructive. It should be handled objectively. There should be no hierarchy in the giving or receiving of criticism.

Teamwork and team spirit are essential, including intolerance of substandard performance. This is referring to 1) one’s recognition of the responsibilities one has to help the team achieve its common goals and 2) the willingness to help others (work within a group) toward these common goals. Our fates are intertwined. One should know that others can be relied upon to help.

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