My ethos revolves around the dictum, “Meaning not Words” and aligning the target to retain the contextual thought coupled with the conversational tone. For example, I always translate the idiom “Kick the bucket” to mean & signify “pass-away; in the sense of death”.
This is the Bedstone of my delivery that results in doing justice to the client’s investment & branding; moreover, it ensures that the viewer is in tune with the appropriate contextual drift of the content flow.