Modern Authentic Voice-over: a new fresh trend
In VoiceArchive we’re experts in our field, which means we stay on top of all new industry trends. One of these new trends is known as Modern Authentic. Modern Authentic is an underplayed, friendly voice-over with an authentic feel. Not exceptionally articulated or over the top. Within this trend, the voice-over actor might not be a native speaker. This was the case in SHAPING NEW TOMORROW’s campaign.
For this video, SHAPING NEW TOMORROW uses a Scandinavian voice for their English advertisement. In this way, the English recording has a slight Scandinavian accent. A Danish one, to be more specific, since it was one of our Danish talents who recorded both the English and Danish versions. We also worked together in a German voice-over for the campaign. The collaboration with SHAPING NEW TOMORROW was agile, collaborative and creative.
SHAPING NEW TOMORROW had a tight schedule to match the grand opening of their store in Aarhus, Denmark. With this deadline in mind, both parties got to work, finding the right solution together in close collaboration. SHAPING NEW TOMORROW provided a briefing and a dummy speak in Danish that VoiceArchive used as a reference, quickly casting the voice talents to fit their message and brand. Given the brand’s nature, an authentic, relaxed yet compelling voice-over was the perfect choice to convey the message.
The result is an outstanding video that rightfully represents their vision of New Tomorrow: menswear that challenges convectional manufacturing practices within the textile industry without compromising in comfort and aesthetics. Menswear that allows and defies men to feel genuinely free and comfortable, to able to seize the day, whatever challenges it might bring.