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Both Directions

Localization & Versioning

Most agencies handle one direction: inbound marketing to a local audience. The harder problem is a company with a strong home market trying to sound native somewhere else — where a literal translation is technically correct and completely wrong.

What you get

  • English-market creative for Japanese companies selling into the US
  • Japanese-market versions of US campaign creative
  • Subtitling and burned-in caption versions
  • Voiceover direction, casting, and record
  • On-screen text and graphic re-layout for language length
  • Cultural adaptation of message, humor, and proof points
  • Region-specific display size sets

How it works

  • Versioning planned at buildText layers, timing, and safe areas are built to accommodate a second language from the start, rather than being unpicked afterward.
  • Adaptation, not translationProof points, humor, and directness that work in one market often don't in the other. The message gets rebuilt for the audience, not converted word for word.
  • The outbound directionThe specialty is Japanese companies selling to US buyers — the opposite of what most Japan-market agencies do, and the harder half of the problem.

Usually paired with

The Governing Layer

Brand & Campaign Systems
Built to Run

Campaign Video
Every Placement

Display & Banner Advertising

Need this on its own,
or as part of the whole campaign?

Either works. Tell me what you're launching and I'll tell you honestly which shape fits.

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