Background

Voices partnered with creative agency SuperBloom to cast and localize a global campaign for HR-tech company Deel’s Feeling of Deeling campaign using voice AI. Using one thoughtfully selected US-based voice actor discovered on Voices, SuperBloom paired that voice with multilingual AI cloning to deliver a brand-consistent voice across markets. 

The result? A whimsical, emotionally rich campaign that beat previous performance benchmarks and paved the way for a follow-up AI-led campaign in 2026.

The Client

SuperBloom is an independent creative agency built to “unearth the unexpected” across advertising, entertainment, media, and production. The agency bridges brands and entertainment by tapping a global creative collective to craft work that feels more like content audiences will choose to watch than traditional ads.

SuperBloom’s client Deel is an HR tech brand who came to Superbloom to bring their creative vision to life.

The Challenge

For Deel’s “Feeling of Deeling” go-to-market campaign, SuperBloom:

• Needed to launch a four-spot hero campaign that captured a feeling of trust, security, and imaginative whimsy in English, then scale it across five additional languages.
  
• Wanted to maintain a single, on-brand vocal identity across all markets to reinforce brand consistency, instead of hiring separate voice actors for each language.
  
• Wanted to explore voice AI as a creative tool to assist with localization, without compromising on ethics, talent rights, or cultural authenticity in each localized version.

Traditional localization would have required multiple castings, recording sessions, and approvals in each market, adding cost and complexity while also sacrificing vocal consistency across markets. 

The Solution

SuperBloom partnered with Voices to cast voice over for several key markets. Once the team landed on the ideal English voice, they saw an opportunity to carry that actor’s distinctive tone and personality across additional languages, rather than starting from scratch in each region. To make that possible, SuperBloom chose to experiment with voice AI in a controlled and ethical way, leveraging technology to scale the performance while protecting the talent, the brand, and the creative vision.

“…We had excellent partners in Voices. We worked with Brooke, did all the contracting, and made sure it was very clear to the voice over talent what we were doing, how we were doing it, and how the usage was going to be.”

Sheena Wagaman EP/ Director Of Production Operations at SuperBloom

1. Cast one voice to define the brand

First, SuperBloom and Voices focused on casting one English-language voice actor who could carry the emotional core of the campaign. The chosen actor, a multilingual talent, delivered nuanced, textured performances that communicated warmth, trust, and security, all the qualities Deel wanted at the heart of its brand voice.

Capturing this performance in English created a “sound template” for the AI clone: energy, pacing, and emotional nuance were all established in the original session before any AI entered the picture.

2. Build an ethical voice AI pipeline

With the core performance in place, SuperBloom explored voice cloning as a way to extend that voice across languages without fragmenting the voice and performance. Working with Voices and voice AI vendor ElevenLabs, the team:

• Worked closely with the voice actor to come to an agreement on the usage of the voice clone, including transparent documentation of how, where, and for how long the cloned voice would be used.
  
• Structured compensation so the actor was paid what five separate localized bookings would have cost, rather than being undercut by AI usage.
  
• Verified with ElevenLabs that the cloned voice would remain restricted to SuperBloom’s account and not be surfaced or reused elsewhere on the platform.

Voices worked closely with both the brand and the voice actor to navigate the legal and ethical considerations of creating a voice clone. The team made sure the actor fully understood the plan, encouraged them to seek independent advice, and helped structure contracts that clearly defined usage, rights, and guardrails around the clone. With that framework in place, all parties reached an agreement and were confident moving forward.

“That first project with Voices has really informed how we talk about AI in voice over going forward,” Wagaman said.

3. Localize with native experts and structured sessions

To ensure each localized version felt natural in-market, SuperBloom brought in RWS, a language services partner with native producers and expert translators in each target country.

The workflow combined AI tools with production best practices:

• RWS handled translation and provided a local producer in each market to both translate and attend the AI sessions, ensuring script accuracy and authentic accent and intonation.
• Sessions ran like traditional VO: an audio assistant downloaded preferred reads in real time, assembled selects into a fluid VO, and cut them to picture during the session.

“The success of this campaign really did start with casting an excellent English‑language voice over talent with the help of Voices and doing that recording first, so we could capture the emotional nuance and energetic essence of these spots in English,” Lili Ramirez, Executive Producer at SuperBloom said.

Why Voices

SuperBloom selected Voices as a strategic partner to mitigate risk and operationalize a first-of-its-kind workflow for the agency.

Key reasons included:

• Access to premium talent: Voices helped SuperBloom source and cast a lead English talent whose voice was strong enough to anchor both the original campaign and the AI clone.
• AI-ready rights and contracting: Voices supported the conversation with talent around rights and licenses, from cost comparisons between traditional localization and cloning, to clearly defined licensing terms that protected the actor.
• Global localization backup: When certain language accents proved too nuanced for the AI model, SuperBloom could quickly pivot to native voices from the Voices marketplace to uphold quality.

SuperBloom also valued having a partner willing to experiment alongside them, sharing learnings across teams so future projects could build from this foundation.

The Results

The campaign’s combination of imaginative visuals, a cohesive sonic identity, and carefully implemented AI paid off both creatively and commercially.

• Deel reported that the “Feeling of Deeling” campaign outperformed all prior benchmarks, surpassing results from earlier years’ marketing efforts.
  
• Strong performance has led Deel to commission a follow-up AI-driven campaign with SuperBloom for 2026, building on the same foundational approach.
  
• The whimsical, emotionally resonant tone, anchored by a single distinctive voice across markets, was repeatedly cited by SuperBloom’s clients and peers as a key reason the work resonated.

Beyond this single activation, SuperBloom has since introduced ethical voice AI as an option to other clients, positioning the agency as an early mover in AI-enhanced, talent-forward brand storytelling.

Key Learnings

Through this collaboration, SuperBloom and Voices surfaced a set of practical insights for agencies exploring voice AI:

• Start with humans, not models. The strength of the English-language performance determined the quality of the clone; AI extended the creative, it did not replace it.
  
• Over-invest in training audio. While the team worked against a deadline and used the minimum of 30 minutes of audio for AI cloning, they now recommend aiming for at least two hours of high-quality audio to improve AI performance.
  
• Bring regional markets in early. Success in localization depends on involving regional stakeholders and native producers during sessions—not just routing approvals through a central U.S. office.
  
• Expect language variability. Some languages remain too accent-sensitive for current models; having a path back to fully human voice over ensures quality where AI is not yet ready.
  
• Use AI to unlock speed and flexibility. Once the clone is in place, script changes and alternates can be generated without repeatedly rebooking studios, unlocking faster iteration while preserving the actor’s involvement and compensation.

​Looking ahead, SuperBloom sees voice AI playing a larger role in sonic identity, interactive experiences, and rapid prototyping inside agencies—expanding what creative teams can test and build, while keeping authentic human performances at the center of the work.

“If you’re going to clone a voice, invest in good training audio. Superbloom uploaded the minimum clean voice over audio for cloning and the results were good,” Ramirez said. “But with a partner like Voices bringing in the right talent and more training time, you can push that quality even further.”