Case Study: Belgian Defence – How to Direct a Voice Over? The Key Is Communication (and Kindness)
- Serge De Marre
- 3 days ago
- 3 min read
When you hire a professional voice over or voice actor for your commercial, online video, or recruitment campaign, you naturally want the recording to sound perfect.
But what many clients forget is this: the success of that recording doesn’t depend solely on the voice actor. It also depends on you. On how you direct. And most of all — on how you communicate.
Let me take you behind the scenes of a recent campaign for Belgian Defence, and share some practical lessons on how to direct a voice over session.
The Case: Five Target Audiences, Five Styles
For Belgian Defence, I recorded five different spots — each aimed at a specific audience: technician, soldier, cyber specialist, navy, and air force.
The sessions were recorded live, with both the agency and client joining remotely from my studio.
Each spot had its own character, which meant each voice over needed a slightly different tone. Technical, determined, calm, sharp, involved… no two scripts were read the same way. The delivery had to fit both the visuals and the audience we wanted to reach.
Live Direction: A Good Conversation Makes the Difference
The recordings went smoothly. The client knew what they wanted, I understood what they meant, and we quickly found the right tone.
Until we reached the spot for the soldiers. That one was trickier. We did about twenty takes. The client couldn’t quite express what was missing, and I couldn’t fully sense what they were after.
He said, “It sounds too stiff. Not natural enough.”
I could feel the tension building on both sides — until he added,
“You’re probably tired of doing this over and over.”
My reply: “Not at all. I just want you to be happy. We’ll keep going until it’s right.”
The Click
That broke the ice. Suddenly, we weren’t two people struggling — we were two people working toward the same goal.
I started asking targeted questions:
What exactly feels off?
Was there a take that came closer to what you want?
He referred to a line in the 35-second version of the video that did work. When we listened back, we realized I had made a tiny but important change there:
instead of saying “Exactly what I’m looking for in a job,” I had naturally said “And that’s exactly what I’m looking for in a job.”
In the 15-second spot, we had removed the “and that’s” for timing reasons. But those few extra syllables turned out to be crucial. We added them back in — and suddenly, everything clicked: rhythm, tone, believability.
Why This Matters When You Hire a Voice Over
Hiring a voice actor isn’t just paying someone to read words aloud.
You’re hiring a professional who brings your story, your brand, and your message to life. That only works if there’s space for communication — when you can say what you think, and the voice over truly listens. No ego, no drama.
With years of experience, I’ve learned when to push, when to pivot, and — most importantly — when to ask questions.
For a beginner, a session like that might feel discouraging. For me, it’s an opportunity to create better work together.
Four Things Every Client Should Know for a Great Voice Over Session
Know what you want, but stay open. Sometimes you only discover what you want by hearing what you don’twant.
Communicate clearly — and kindly. Good feedback saves time and frustration. Positivity keeps everyone creative.
Listen beyond the words. Does it sound believable? Does it feel right? That matters more than perfect diction.
Treat it as teamwork. You know your brand; the voice actor knows the subtleties. Together, you bring the message to life. The best results happen when both sides aim for the same thing — a piece that truly resonates.
Looking for a Professional Voice Over?
If you’re looking to hire a voice over professional who thinks along, keeps going, and doesn’t stop until you’re happy — you’re in the right place.
Whether it’s a recruitment campaign, a commercial, or a corporate video: make it sound the way it should.
Feel free to get in touch — I’d be happy to collaborate.
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