Has your creative team returned to work in a somewhat ‘hybrid fashion? Are you being asked to meet in the office of your advertising agency while also being offered the opportunity to continue to work as a creative director, copywriter, producer or commercial video director from home? Wait – is that the same question written two different ways for SEO purposes? #insightfulreader.
As working environments continue to evolve, the landscape of remote voiceover recording has progressed as well, allowing creative directors, advertising agencies and producers to receive broadcast-quality audio while directing voiceover talent from anywhere (in a previous blog, we 5 ways to maximize voiceover sessions, which you can see here). In order to maintain a seamless audio workflow, here are three tips for ensuring smooth remote voiceover sessions now and into the future:
First, ensuring a smooth remote recording session actually begins BEFORE the session. Consider connecting with voiceover talent 10 minutes prior to the actual directed session begins to ensure connectivity issues are addressed prior to bringing the client into the remote session. During this time, audio levels can be adjusted accordingly and connectivity will have been established before the client is introduced into the voiceover session.
Next, request that the voiceover talent capture the audio of the session while performing. In other words, request “backup audio” from the voiceover talent and have it sent to you after the session as a high-quality WAV file. Having a second recording of the entire voiceover session provides a safety net in the event that the internet is slow or “glitchy.” During the post-production process, you can always pull from the backup audio if necessary rather than scheduling an entire new session to grab a small pickup line. Wait – did you just save money from reading this? Yes, my friend, indeed you did.
Finally, if the last couple of years have taught us anything, unforeseen interruptions can occur occasionally, both in life and in the creative process. Obviously, every now and then, there will be a few ill-timed days when the internet may create glitches in real-time voiceover recording for unknown reasons. When this does happen, rest-assured that there are an abundant number of viable options to direct voiceover talent remotely with Zoom, Microsoft Teams, Skype, Phone, etc (and if you are interested in the ultimate time-saving voiceover directing hack, read this). In these rare cases, the session can still proceed as planned with the voiceover talent recording the audio and taking direction via one of the aforementioned services. After the session, the voiceover talent can simply email the whole session to you and your creative team as previously mentioned.
In summary, the “new normal” of the blended home-work environment allows the creative process to take place in various locations. To evolve with this new professional landscape, it requires advertising agencies, creative directors and video producers to work collaboratively with post-production houses and voiceover talent to ensure smooth remote recording sessions. By maintaining flexibility, preparing beforehand and ensuring backups, the creative process can continue on from anywhere. And since you have been kind enough to read this far, here is bonus tip – always remember – if you suspect that an audio disturbance has occurred, it is perfectly fine to ask for a safety take from the voiceover artist when the client has left the line.
Hi reader, thank you so much for taking the time to read this blog. Did you know that I offer numerous creative services in addition to voiceovers? For instance, does your project need music mixed? Or do you need audio synced to picture? Maybe you need commercial or corporate copywriting or idea generation? Let's chat!
Remember when you read an entire blog post that was created from the mind of a creative voiceover professional, and you thought ‘whoa-that’s extremely insightful and such a unique perspective?’ And then you thought ‘wow-I bet Chris Burnett brings a fresh perspective to all of his creative endeavors, even if he does type in third person sometimes?’ And then you emailed him at Chris@ChrisBurnettVoiceActor.com so you could collaborate? That time…that was right now.
As a creative director, video director, copywriter, booth director or advertising professional, are you offering direction or are you simply paraphrasing the script for the actor? If you find yourself summarizing the script to voiceover talent, consider starting with the tone of the piece and then revealing the “why” to the talent.
Let us consider the following scenario from a creative director during a voiceover session:
Creative Director says: “Have you had a chance to look at the script? Basically, it’s a COUPLE who walks into a gas station and the STORE CLERK asks the COUPLE if they would like to buy a lottery ticket. The COUPLE finds out they won the lottery after they scratch their ticket and they can’t believe it. Let’s take a pass whenever you’re ready.”
Here, we see a scenario where the booth director has offered an abridged version of the script to the talent. Many times offering a short synopsis of the script is confused with offering direction to voiceover talent. If a commercial voiceover script has been provided with an adequate amount of time for the actor to prepare (minimum of 15 minutes), then a summary of the script is unnecessary.
Instead, consider focusing on the tone of the piece.
To communicate the tone of the piece, welcome the voiceover talent into the creative process by providing the context of the script versus a summary.
For instance, the creative director could say, “our client has a new scratch off ticket, and this piece is to create excitement around this new scratch-off. We are trying to communicate to the audience that even the largest purse can change the winners’ life.”
From this background information, it is clear to the voiceover talent that the message that is trying to be conveyed in the piece is ‘excitement and life-changing.’ Therefore, our hero, the COUPLE, now knows to dial up the enthusiasm. Meanwhile, the STORE CLERK might hear this tonal direction and think, ‘I need to ease off the eagerness and sound more aloof to elicit more contrast with the COUPLE.’
By simply communicating the context of the piece, the tone is established, and the creative director has offered the actors a road map for a more nuanced read.
After this tone has been established, focus on why your advertising agency created this particular script for the client. Often, creative directors that communicate the concept of the script to the actor will reveal the “why.” For instance, using the lottery scratch-off scenario: “Chris – our advertising agency created this script because we want to highlight that ordinary couples can change their lives with a scratch-off. We want the COUPLE role to highlight that partners can enjoy scratch-offs together. The COUPLE represents all partners – whether they are best friends, co-workers, love interests, any duo that would like to make a life-changing memory. Our creative team and copywriter envision the COUPLE walking in together after a hard day of work and the winning ticket changes their life. In this sense, the lottery is more than a ticket; it is a memory, a shared experience or a ritual that bonds co-workers, family members, friends, etc.”
Okay. Now we have some insight into the “why” or the purpose of the piece. With the intention of the piece now clear, the voiceover talent can make more informed choices based off of these insights. It is clear that the copywriter placed the “COUPLE” in the script to highlight the excitement of the lottery while also instilling in the listener that these tickets create lasting memories with your loved ones. To stimulate that excited, memorable feeling, the voiceover talent may choose to take the listener on a journey by beginning the piece tired from a long day of work. Then, the COUPLE might offer a slow build into a realization that life has changed. And then, “oh, yeah – I’m with my partner, too!”
In short, if you are a creative director, video director, copywriter, booth director or advertising professional looking to avoid summary-traps while eliciting deeper performances, communicate the tone and offer the “why” to voiceover talent. By welcoming the voiceover talent into the creative process, all parties can dive deeper into the commercial copy and offer more dynamic interpretations of the piece.
Remember that time you read an awesome blog post from a creative talent on his website and you decided you need to get to know each other? Audio, voiceovers, copywriting, editing, idea generation, turn-key creative...let's go. Do you have any creative needs? I can be reached at Chris@ChrisBurnettVoiceActor.com or 213.761.8212.
Chris Burnett - seasoned voiceover talent, on-camera talent, coach, creative thought-leader and hopefully your new best friend. Let's chat-preferably over cocktails.