Translating tone, not just words

A literal translation is often the least faithful version of a line.

When a spot is warm and playful in English, the Spanish has to be warm and playful too — and that rarely happens by swapping words one for one. Idiom, cadence, and cultural reference all shift the emotional weight of a sentence.

So I start from the intent: what should the audience feel in these three seconds? Then I write toward that feeling in Spanish, and check the result against the original for accuracy, brand voice, and legal copy. The words change. The experience does not.