A brand film for Nalila, a brand that speaks to families dealing with ADHD. All the work went into a tagline of a few words: the text was short, but everything the brand wants to convey had to fit inside the voice.
One line of script. One tagline to record. A few words, nothing more. Put that way it sounds simple. But the shorter the text, the less time the voice has to set an intention.
The whole brand in a few words. The tagline holds the essence of the brand. Several emotions have to come across at once, in very few words and very little time. The choice of voice becomes the choice of the brand: the voice is what carries its values and its vision.
Making trust and empathy audible. Trust, calm, understanding, empathy, support. Fairly abstract notions on paper, to which we gave an intonation, a depth, a voice.
A real child's voice, even for a whisper. At the end, the brand name is whispered like a secret. We hesitated at first: a pitched adult voice or a child's voice? We tested and compared. We did not expect to hear the difference. And yet, even whispered, the real child's voice brought a spontaneity and a fragility of its own. That is the option we kept.
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