IRINA
TĂNASE
I dream up campaigns, brand platforms, and EN to RO transcreation for local and global brands that need language to move with gusto.
I specialize in cultural nuance. My background in music, radio, and audio culture gives me a strong ear for rhythm, plus a steady hand with tone and collaboration.
Work ↓
They weren’t actors so attempting to work with them as usual, by just handing them scripts, was out of the question.
For Tecșești Vlogs, I reshaped the creative process to prioritize the villagers’ expertise, language, and comfort. Instead of pre-approved scripts, I made the case for loose structures and formats, plus handing over topic decisions to the villagers themselves.
This approach encouraged intergenerational collaboration, made for a more relaxed shoot, shone a light on genuine lived experience, and, most importantly, preserved local slang.
This internationally and locally awarded campaign generated an outpouring of appreciation from audiences and an 11% increase in sales value. It also boosted subscribers on the brand channel by 512%. The series had two sequels in 2022.
Full YouTube Playlist
I delivered that by opting for colloquial spellings and local texture. Choices like translating “big guy” as “voinicule” (a fun understatement, a way of describing a small or young person as surprisingly strong) enriched the copy with uniquely Romanian humor.
The campaign preserved its intention and the sense of a global superstar feeling like a neighbor, but with an authentic Balkan twist. It rolled out successfully across TV, social, and OOH. As of autumn 2026, it’s still active for both Lidl and Kaufland.
I also consulted on the choice between dubbing and subtitling. Locally, movies are most often subtitled and ads are dubbed. In spite of that, I recommended subtitling here, so as to preserve an instantly recognizable voice.
The solution was Coke Peach Saga, the first local game with influencers as playable characters. I handled concepting, game mechanics, in-game copy, VO scripts, VO direction, and social copy for this Mario-style branded platformer.
The campaign supported sales for the new SKU and boosted engagement with a young audience. It provided fresh, but consistent worldbuilding in terms of Coca-Cola’s youth-focused local brand goals.
The game also generated a wave of organic UGC, including gameplay videos that are still on YouTube.
I fact-checked this multilingual botanical mystery until I was satisfied with the chosen version and its correspondence with terms across other European languages. In the meantime, I used references to root the tone in Romania’s TV documentary tradition, which would strike a very specific chord with local audiences.
The campaign was horticulturally accurate. It successfully launched this new variety of cat food while expanding the brand universe and rooting the voice in local culture.
Adapring this campaign involved no AI use. The tag is auto-applied by YouTube.
I performed a complete copy audit, then developed a messaging framework that would preserve the tone at every checkpoint for a brand that communicates in both English and Romanian. Created and edited copy for the landing page, ads, presentations, socials, newsletters, promo goodies, and beyond.
Fine-tuned the voice to consistently reflect the mission (eliminating structural barriers and making the investment process more accessible), which led to a better experience for the sales team and boosted lead generation. All while prioritizing bilingual cohesion and building a style guide for the planned expansion toward neighboring countries.
I used my exoerience with highly regulated industries and making complexity sound human.
Identity for a new pilates studio, retained and later expanded across the owners’ broader ventures including Koa Apartments and Koa Aparthotels
Idea for combatting food waste in supermarkets, awarded at Young Fibra
Selection from a variety of music copywriting projects (artist bios, liner notes, email, event copy, etc.)
Bio for DJ Undoo
Trip in Romania: Ada Kaleh at Lacul Vulturilor
Selection of special episodes from my monthly radio show (2019 to 2025)
Flute Dub Special
Radio Archive