Transcreation is translation that recreates the message for another market. The aim is not the same words but the same effect: the same feeling, the same call to action, in language and references the audience recognises. It is used for advertising and brand films, where tone matters as much as facts.
Languages and voices2 min readUpdated By the Video.app creative team
01The idea
A translation keeps the meaning of the words. A transcreation keeps the meaning of the message, including the humour, the rhythm and the cultural references, and rewrites the words when they would not work.
02When a film needs it
Use plain translation for facts that are the same everywhere, such as instructions or a specification. Use transcreation for a slogan, a joke, a story, a tone of voice or anything that depends on a shared culture.
03What it changes in a film
It may change the script, the words on screen, a scene that makes sense only in one country, the voice and accent chosen for the market and even the length of a shot to fit the new rhythm.
Part of the film
What may change
Script
Wording, humour, references
On-screen text
Slogan, offers, prices, dates
Picture
Scenes or objects that mean something different
Voice
Language, accent, register, energy
04How to brief it
Say what the film must make the audience feel and do, which parts may change and which must not, such as the product name or a legal line. Tell us the markets and any words to avoid.
05How we work
Our localization service adapts the script for each market and casts the voice for it. You approve each adapted script before production.
Common questions
Can a tool do transcreation?
A tool can offer options. A person who knows the market should choose and approve.
Does it apply to subtitles?
Yes, when the subtitles carry humour or a slogan.
Which languages?
Every language and accent we cover; see the languages page.
