The new Geox campaign revolves around “Fast In System”, a technology designed to let you slip on your shoes comfortably without using your hands. It’s an idea aimed straight at maximum practicality and innovation, which prompted us to adopt an equally advanced approach in the audio studio.

When it comes to localising an international campaign, our standard procedure involves coordinating studios, voice actors, and dubbing directors across various countries. This time, however, for the multilingual Geox advert, we left the microphones off. The voices narrating the story were entirely synthesised and generated through Artificial Intelligence using TTS (Text-To-Speech) technology.

We have always been attached to human warmth and traditional voice acting, but being a reliable technical and creative partner also means recognising when a new technology is mature enough to be integrated into a high-end workflow. Generating AI voices isn’t just a matter of clicking around on software: it requires meticulous control over inflections, sentence rhythm, and its placement within the final multichannel mix to ensure the result sounds completely natural.

This approach allowed us to handle localisation across multiple languages with great agility, delivering clean audio perfectly aligned with the high-tech soul of the advert. We are very proud to have managed the audio post-production for a project so deeply rooted in the present and looking towards the future. After all, if you don’t need hands to put on your shoes, you don’t necessarily need vocal cords to talk about it.

Credits:

• Client: Geox
• Agency: Crafted
• Production Company: Mercurio Cinematografica
• Director: Gabriele Buttafuoco
• Head of Post Production: Roberta Caimi
• Audio Post-production & AI Voices (TTS): Disc To Disc Productions