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

Criterion Industries has engineered architectural aluminium systems in Australia since 1981 — partitions, doors and sliding systems specified by architects and commercial builders.

Silencio is their acoustic range: sliding and hinged systems built to take sound out of a room, with market-leading acoustic ratings. Technically excellent. And, like every acoustic product ever made, emotionally invisible.

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 Silencio 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 Silencio closes — the glass slides shut, the roar falls away, and the lion, finally, lies down. Tamed.

The payoff was hiding in the name. Silencio means silence — so the film is really just two words meeting on screen: the lion, and the silence that ends it. One line carried it: Tame any noise.

We ran the project end-to-end as a production studio — concept to final mix.

The lion was fully AI-generated and composited into a live office set, so the idea could be made in weeks, not on a wildlife shoot. 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.