Audiio.
A launch film for a bold proposition — premium pricing on a smaller, more curated catalog. The film leads with taste, not volume.
The Engagement
Audiio is a music-licensing platform with a client list that includes Netflix, Nike, and Toyota. After years building that reputation on the agency side, the team set out to expand into independent filmmakers and creators — and they chose to do it boldly: a lifetime-membership launch for early adopters. Premium pricing on a category where most competitors compete on catalog size.
The brief: a launch film that captured Audiio's actual differentiator — taste over volume — and earned the trust a lifetime-membership offer demands.
The Approach
We started with strategy and treatment. The competitive landscape was crowded with bigger libraries at lower prices, so the creative had to land somewhere those competitors couldn't follow. The standout finding from discovery: Audiio's catalog was smaller but extremely curated — relationships with artists fostered through years inside the music industry. The story we built focused on the creative process itself, and the role the right music plays in transforming what a filmmaker is able to make.
Production hit an unexpected obstacle: COVID lockdown in LA. Audiio's team couldn't be on set, so we adapted — running remote review with the founders while the LA crew handled casting, location scouting, and the shoot itself.
Visually, we leaned into anamorphic lenses, a documentary style, and projection-mapping visuals that made the abstract idea of "music transforming the creative process" something you could actually see on screen. Post was tight: we hand-cut the strongest takes into a thirty-second spot, color-corrected for cinematic feel, and mixed with one of Audiio's own top artists — using the product to make the film about the product.
The Result
The launch film landed. It was featured in No Film School, generated direct sales through paid distribution, and crossed over one million views on YouTube — helping position Audiio as the go-to music-licensing source for independent filmmakers and creators, and validating the lifetime-membership model the company had bet on.