Tame
any noise We turned an acoustic spec sheet into a story.

You can’t
screenshot silence

Acoustic performance is one of the hardest things in the world to advertise. You can’t see it. You can’t hear it in a thumbnail. And in commercial fitout, every competitor publishes the same decibel charts and the same spec PDFs.

Criterion didn’t need another product explainer. They needed people to feel the problem the product solves — and they needed it to travel without a media budget behind it.

• A premium product in a commoditised, spec-driven category.
• An invisible benefit — acoustic isolation — that resists visual storytelling.
• No paid-media budget. The film had to earn its reach, or it wouldn’t get any.

So we stopped selling the spec —
and dramatised the enemy

We personified noise as a lion. Wild, magnificent, impossible to ignore — and we set it loose inside a calm, modern office.

It prowls between the desks. It roars over a phone call. It unsettles a focused team. Noise, made physical. Then the Lion Sliding System closes — the glass slides shut, the roar falls away, and the lion, finally, lies down. Tamed.

The product’s own name became the entire creative. “Lion” wasn’t a tagline we invented; it was the metaphor already waiting inside the brand. One line carried it: Tame any noise.

We ran the project end-to-end as a production studio.

Every frame was built to survive a feed — watched on mute, at a thumbnail’s size, mid-scroll. The acoustic claim arrives only once the audience already wants it.