We turned an acoustic spec sheet into a story Tame any noise
A cinematic B2B brand film that personified office noise as a lion, then let Silencio silence it. Built for organic reach, with zero paid traffic.
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 some of the best acoustic ratings on the market. 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 to make it travel without a media budget behind it.
- A premium product in a commoditised category driven by spec sheets.
- An invisible benefit, acoustic isolation, that resists visual storytelling.
- No paid media budget. The film had to earn its organic reach, or it would get none.
So we stopped selling the spec
and dramatised the enemy
We personified noise as a lion. Wild, magnificent, impossible to ignore. Then 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, from 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 thumbnail size, mid scroll. The acoustic claim arrives only once the audience already wants it.
It travelled
on its own
We built this for organic reach, not for a paid funnel, so the win is in how far it went without a budget pushing it.
Tame any noise.The line the whole film was built to earn
Got a product whose
best feature is invisible?
That’s exactly the kind of thing we make people feel. Let’s package the next one.
