Canada’s advertising industry has long been celebrated for its humility and creative innovation, punching above its weight on the global stage. However, a lesser-known factor contributes significantly to this success: the unique role of the audio director. Unlike other countries where sound organization falls primarily to agency producers, Canadian adland integrates audio directors from the outset, elevating projects creatively and efficiently.
Steve Gadsden, of TA2 Sound + Music, explains that audio directors provide a stronger voice and clearer pathway to realizing an agency’s vision. “It’s about giving the agency or film director more confidence that they are getting the most out of their project – someone to interpret and offer a pathway forward with all the options. It saves producers an incredible amount of time, makes the whole production smoother, and gives it the best footing creatively. We are your secret weapon, and audio wingmen!”
The role of an audio director is multifaceted and demanding. Steve’s journey into the field was an evolution, starting with music engineering and expanding into various disciplines, including TV series, movies, IMAX, animation, and commercials. “For commercials, I engineered sitting beside some of the great audio directors and producers, picking up techniques and approaches from each of them, and then developing my own style,” he recalls. “Eventually, you start to see the whole project from concept to creation, then you slide into the audio director’s position.”
Successful audio directors bring a comprehensive understanding of each part of the process, from dialogue editing and sound design to composition and mixing. “The audio director’s role is to shepherd a project on its journey from concept to creation, helping it to grow into the best version of itself,” Steve says. “It’s about listening to what the strategy and vision wants to be, understanding the tools and techniques at hand, and then moving beyond them.”
Bold ideas and effective communication are crucial. Steve emphasizes the importance of guiding the agency’s creative vision to life. “Our opinions and insight flavour the project as a whole,” he notes. “Once we know what we’re trying to achieve, we can guide the agency’s creative vision to life. We want to know what we are wanting to do and why, so we can offer ideas on how best to achieve it.”
Technical ability and a multi-disciplinary background are essential. Steve believes that Canada’s best audio directors understand the language of music and sound, as well as the unspoken needs of clients and agencies. “Things become more cohesive when they have a chance to react and simmer together,” he explains. “Understanding what is needed and having an overview of the end goal allows you to guide the different creatives in their work, and will help ensure everything is designed to fit together.”
The role of an audio director extends to casting and guiding live talent performances. “When in session, it’s on the audio director to get the best performance from the person performing,” Steve says. “We have many techniques for this, but helping the talent get a clear communication from the copy, understand the character and performance needed, and then showing them clearly how to get there is key. At the same time, we’re taking in all the comments from creative and clients, and making sure those are translated into a form that doesn’t overwhelm the actor, and gives them a clear idea of what’s not coming across in the read and how to achieve it.”
This unique position of audio directors in Canadian adland not only enhances the creative process but also sets a precedent for other markets. As the industry continues to evolve, the role of audio directors will likely become even more integral, shaping the future of advertising and audio production. The insights and experiences shared by professionals like Steve Gadsden highlight the importance of this role and its potential to inspire innovation and excellence in the sector.
