Grey Needed Film-Quality Union Talent. Voices Delivered.

When the creative bar is set at cinematic, the casting process has to match. Here’s how Voices delivered verified union talent for one of the world’s largest creative agencies.

The Client

Grey is a global creative agency with decades of experience producing award-winning campaigns for some of the world’s most recognized brands. When Grey takes on a brief, the bar for craft and execution is high, and every vendor in the process is expected to meet it.

The Challenge

Grey needed union voice talent for a theatrical spot positioning Pantene as a hair loss protector. Grey wasn’t looking for a traditional product read: the creative was designed to resemble a thriller film trailer, and needed voice over to match. Grey came to Voices looking for voice actors that could deliver suspense, emotional realism, and curiosity–all while staying grounded, and never slipping into an advertising-heavy tone.

The casting direction was specific: two women, voice age 30–40, generic US accents, each delivering a natural performance with urgency, concern, and compassion. The read had to build real suspense before shifting to a tone of cool, positive confidence, a deceptively difficult range to find consistently across multiple spots and cutdowns.

This project was a SAG-AFTRA production, so Grey knew the talent pool they were drawing from had to meet a professional standard that matched the creative ambition of the brief, with a casting and hiring process that remained fully aligned with union guidelines.

Our Approach

Voices’ Agency Services team built the casting search around a specific kind of talent: actors with the dramatic range to deliver on a film-quality brief, not just a commercial one.

The process included:

• Qualified talent anchoring the casting search—performers with the contractual requirements, training, and professional standing to deliver on a film-quality read, not just a commercial one. 
• Simultaneous casting for both roles while ensuring tonal cohesion between the two performers
• Live directed recording sessions with the producer and voice actors, with multiple rounds of custom reads sharpening the creative direction at each stage

Our Impact 

Grey received an expertly curated shortlist qualified talent within hours; consisting of performers with the dramatic range to deliver a film-quality read, who were a contractual fit for the job. Through multiple rounds of live directed sessions, the team refined the creative direction until both roles landed exactly where the brief demanded: urgent, grounded, and nothing like an ad.

The final package spanned multiple spots and cutdowns across commercial platforms.

More than 75 of the Fortune 100 brands have worked with and trust Voices. Collaborations like this show why agencies turn to Voices for standout voice talent, seamless production, and reliable results.

Why It Matters 

When the brief calls for film-quality performance—not a commercial read—the casting process has to match. Voices found Grey union-verified talent who could build genuine suspense and shift to confident warmth, across multiple spots and cutdowns, without losing an ounce of the original’s tension. 

Voices gives agencies and brands access to a vetted global talent pool of union and non-union talent through our managed casting and talent coordination platform. 

We handle casting, contracting, union compliance, and directed recording—so your team can stay focused on the creative.