You're the Director Now
Most ad agency creatives, marketing managers, and brand directors will direct a voice over session at some point in their careers. Most get no training for it. The result: frustrating sessions, mediocre takes, and copy that never quite sounds the way it read in your head.
This guide won't make you a seasoned audio director. But it will help you walk into your next session with clarity, get the most from your talent, and leave with exactly what you need.
Before the Session: Prepare Like a Director
Write a brief, not just a script. Your talent needs context. Who is the brand? Who is the audience? What is the emotional goal of this spot? What should the listener feel? A 3-line brief does more for a voice artist than 20 comments on the takes.
Define your reference point. Think of 2–3 spots or voices that capture the tone you're after. Share them. "Like the Dove soap spot from 2022" communicates in seconds what 10 minutes of verbal description cannot.
Flag the emphasis words. Go through the copy and underline the words that carry the message. Knowing your emphasis words will save you from 12 takes of "wait, can you hit that word instead?"
During the Session: The Language of Direction
What Not to Say
"Can you make it more natural?" — Natural means something different to everyone. Be specific.
"It's almost there, just… better." — Talent can't act on this. What specifically needs to change?
"Can you sound more excited?" — "More excited" usually produces performed excitement that sounds fake. Try instead: "You've just discovered something. You can't wait to tell your best friend."
Direction That Works
The most effective direction uses imagery, emotion, and relationship — not technical instruction.
| Instead of... | Try... | |---|---| | "More energy" | "You're pitching this to a room of investors. You believe in this completely." | | "Slow down" | "You want every word to land. You have all the time in the world." | | "More warmth" | "This is your closest friend. You want the best for them." | | "More authority" | "You are the world's leading expert. You've said this a thousand times." |
The Three-Take Method
Ask for three takes with intentional variation:
- Take 1: Instinct — Let the artist do it their way first. Always.
- Take 2: Your direction — Apply the specific note you've prepared.
- Take 3: Contrast — Ask for something different. You might not use it, but contrast reveals what is working.
Reading the Session Room
A great voice artist will give you options without being asked. When you hear a take that's close but not there, describe the delta — not the entire performance. "Everything is perfect except the energy on the last line" is infinitely more useful than "let's try the whole thing again."
Trust the professional in the booth. If they push back on a direction, engage with their reasoning. Voice artists often understand the acoustic realities of a script better than the people who wrote it.
Remote Sessions via Source-Connect
Remote sessions add a layer of logistical complexity, but the directorial principles are identical. Use a reliable connection, speak clearly, and keep feedback loops short. The most common mistake in remote sessions is over-explaining between takes. Give your note, let the artist go.
After the Session: Choosing the Take
Pull your selects while the session is still fresh. Listen back to the instinct takes — they are often better than you remember. The take you loved in the room may have a presence-level issue; the one you passed on might be perfect in the edit.
Great direction is invisible. If the final spot sounds effortless, natural, and true — you did your job.