Objective: Adapt one idea across markets without turning culture into a translation setting.
Example brief: “Keep the central product truth and emotional arc. Allow local teams to change the joke, casting, setting, and CTA when the original does not travel.”
Workflow:
- Create a master concept, a locked claims sheet, and a list of flexible elements.
- Generate translation and subtitle drafts; do not treat them as approved copy.
- Use AI dubbing or lip-sync only with voices and talent under documented rights.
- Ask native creative reviewers to rewrite, not only proofread, the local version.
- Adapt casting, music, visual signs, gestures, and product use by market.
- Run local legal, accessibility, and platform-policy checks.
- Record source asset, model, voice, translator, approver, market, and version in a provenance manifest.
Example input: “Translate the master script into Brazilian Portuguese, then list five places where a literal translation would fail culturally. Offer two local rewrites for each while preserving the product claim.”
Human decisions: What stays global, what changes, what is culturally off-limits, who approves, when to abandon the master route.
Review checkpoints: Native rewrite; local legal; voice/likeness; claims; accessibility; platform disclosure; asset rights.
Expected output: Master file, market adaptation matrix, local scripts, approved voice assets, subtitles, aspect-ratio variants, and rights/provenance record.
Recommended tools: ChatGPT/Claude/Gemini for draft localization; HeyGen, ElevenLabs, or platform dubbing only after rights review; Adobe Premiere/Firefly Services; human localization partners.
Scenario estimate: $10,000–$75,000 for 5–15 markets, excluding media and significant reshoots. Voice and talent rights can exceed tool costs.
Measure: Local brand lift, completion rate, comprehension, conversion, complaints, opt-outs, and local reviewer confidence.
Keep the brief connected
Budget the workflow · Plan the measurement · Research sources