A very short web spot for Roadsurfer, in French. The original video was our reference: it had already been approved. All the work went into voice direction, and into the emotion to land in very little time.
A few seconds to set a mood. The spot only runs a few seconds. It has to set a mood fast, create desire and carry the viewer through to the closing message. On a format that short, every word and every intention counts.
The original set the course. The client supplied the original video, already approved. It gave us a clear direction: the energy, the pace and the emotion they were after. It was on us to play it the French way.
Making the original sound French. An intonation that works in one language can feel forced in another. So we kept the general spirit of the spot, then adapted the performance to the French language and culture: the way certain lines are laid down, the words to bring out, the breaths and the pace.
Making people feel something, not pushing a sale. The spot is about the experience of a road trip and the freedom that comes with that way of traveling. Too commercial a tone would have broken that feeling. This is the job of voice direction: finding a voice engaging enough to create desire, but natural enough to let the experience speak for itself.
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