Behind the microphone: how a commercial comes to life

Preparation at the desk

Every project begins with the search for the right match. In our database of 92 publicly available voices, we look for that one voice that suits the character of your brand. We work with voices that are native speakers of various languages, such as Flemish, French, German, English and Spanish.

Choosing the right tone is a bespoke process. A voice like Kirsten’s (known from StuBru) immediately conveys a soft and friendly feeling, whilst Johfrah’s voice sounds very warm and instantly inspires trust. Christina, on the other hand, has a clear and inspiring voice that works perfectly for clear instructions or brand campaigns.

Analysing the script and setting the tone

An experienced voice-over artist doesn’t treat a script like a dry instruction manual. Think of it as preparing a good Flemish stew. All the ingredients are laid out on the worktop, but success depends entirely on the right proportions and the patience to let the flavours blend together. The voice actor looks for the subtle inflections to make the text accessible and natural for the listener.

During this phase, we determine the dynamics. Should the voice convey calm, or have a really energising effect? In terms of both voice and language skills, Kristien, for example, is one of our absolute favourites for maintaining that balance.

The recording session and the director’s tip

When the microphone lights up red, the real work begins for the voice director. A common mistake during recording is that voice-over artists project their voices too much, as if they were speaking to a packed auditorium. That rarely works for a commercial.

Here’s an important director’s tip from our day-to-day practice: let the voice actor speak as if the listener were sitting right next to them. We call this the thirty-centimetre rule. Speak as if you were sharing a tip with a good friend at the kitchen table. That immediately creates an intimate, credible atmosphere. Gitta, who sounds like the woman next door, has mastered this technique like no other and always comes across as very approachable.

The steps to a finished recording

The process from a rough script to a professional audio recording follows a set structure in the studio:

1. Selecting a voice-over artist from our multilingual roster who matches your brand’s identity.
2. Discussing the briefing, during which we establish the desired tone, pace and pronunciation of specific brand names.
3. The recording session, led by the director, during which we try out different variations and intonations.
4. Post-production and editing, during which we filter out distracting breaths and clicks to ensure a clear final result.

Why the right voice makes all the difference

A professional approach pays off, and we hear this reflected in the feedback from the people we work with. Our client Pieter recently shared his experience of working with us: “Not only do the voices perfectly match my requirements - in terms of timbre, tempo and intonation - but the service and communication from Johfrah and his team are also absolutely top-class.”

Whether it’s Machteld, one of our most sought-after voice actresses who, with 15 years’ experience, records fluently in four languages, or Veronique, who appeals to French-speaking Belgium with her warm and gentle voice: striking the right note opens doors and builds a connection with your audience.

Frequently Asked Questions

How do I choose the right voice for my project?

Focus primarily on the emotion you want to convey. For example, a healthcare-related company often opts for a voice like Gwenny’s, as she sounds very natural and reassuring. Listen to the demos on our website to hear which voice suits your brand identity.

How quickly is a recording usually ready?

We value direct communication and a swift turnaround. Our client Stijn noted that an order placed on a Friday was already delivered in full to his inbox by the following Tuesday. We always coordinate the schedule directly with you.

A strong advert starts with a voice that strikes the right chord and truly resonates with the listener. Would you like to experience for yourself how we bring your script to life with the right voice? Feel free to contact us for personalised advice or explore the options for a commercial voice-over.