Commercial
Manifesto Video
The agency wanted two different reads for essentially the same campaign with the same message. The commercial read had a bit of a wink, was straightforward and warranted delivery of the message quickly and efficiently. It was to have a gruff, honest, hardworking vibe. The manifesto video needed a similar approach, but it was more measured. You’re leaning in a little more, relating, sharing. The blue-collar element is there but it’s pulled back a bit, almost documentary-style for folks who know a hard day’s work.
These two projects are what I love about VO. They’re very similar, but they also have very distinct differences that need to be communicated in a subtle manner. Direction and communication of the writer’s vision is key and the agency did a great job helping me to storyboard it in my mind so that I didn’t screw it up. Aside from post-production (the unsung heroes of the creative process), voiceover is one of the last steps – from concept to finished product. Often, the VO won’t even know if they’ve nailed it until they see the final. You can pretty much know based on how the session went and how you felt about your performance, but you never know for sure until you see how all the elements come together.
