Imagine crafting a documentary that showcases cutting-edge technology while keeping the human element at the forefront. That’s the challenge editor Sondy Lucille and Frame.io faced when creating a mini-branded doc about Stamp Productions, a B Corp brand using Frame.io to streamline their workflow for a captivating high-profile Olympic campaign.
Rising to the challenge earned Frame.io a Musicbed Award for their outstanding work. Read our exclusive interview with Lucille to learn how carefully chosen music can transform a brand story from informative to immersive and emotionally resonant—a valuable case study for any filmmaker looking to unlock the power of music in their projects.
Musicbed: What was the original inspiration for this project?
Sondy Lucille: The inspiration for this mini-branded doc, Stamp Productions’ Road to an Olympic Campaign, came from a desire to highlight how Stamp Productions uses Frame.io to enhance their filmmaking while staying true to their values as a B Corp. We wanted to showcase how Frame.io helps them streamline their workflow, allowing them to work more efficiently and with a smaller carbon footprint. This project was an opportunity to capture the intersection of creativity, technology, and sustainability, demonstrating how these filmmakers stay at the top of their game while honoring their commitment to doing good.
Can you describe any significant challenges Frame.io faced during this project?
As an editor on this project, one of the challenges was finding the right balance between telling Stamp Productions’ story and showcasing how Frame.io supports their workflow as an enterprise customer. It’s easy for a project like this to focus on the technical aspects of filmmaking or become overly detailed about enterprise features. However, our primary focus was to ensure that the story of these filmmakers creating an Olympic campaign for Bridgestone remained front and center—because that’s ultimately what we believe will resonate most with viewers and potential customers.
As the internal production team at Frame.io, we strongly believe in our product. The most compelling reason for someone to use or upgrade their Frame.io plan is its impact on making artists’ lives easier. Because Frame.io is so integral to Stamp Productions’ process, the two narratives naturally complemented each other. Our challenge was ensuring this integration felt organic and authentic without overshadowing the human and creative elements that make their story engaging.
What were the goals of this project?
One of the primary goals I set for this project was to elevate our visual storytelling by focusing on showing rather than telling how Frame.io was used throughout various stages of Stamp’s creation process. While many people associate Frame.io primarily with review and approval—when an edit is delivered to a client—I wanted to highlight how Stamp Productions utilized Frame.io during production and post-production.
Frame.io became a dynamic part of the narrative with graphics featuring extreme close-ups of the platform in action. For example, there are extreme close-ups of the comment box as Ben (the director) or Fraser (the editor) type and leave notes for each other. I intercut these shots with close-ups of Fraser’s eyes, his hand on the mouse, and his hands on the keyboard, hopefully creating an intimate connection between the technology and the filmmaker.
Our assistant editor, Dani Villa, and I also created a Camera to Cloud stop-motion graphic (shown below), which, while not a literal depiction of the technology, was meant to convey the experience of using Camera to Cloud—how it feels fast and efficient and brings remote collaborators closer to production. By integrating these elements, Frame.io feels natural and essential to the story while keeping the visuals engaging and fun, especially when paired with the high-energy, sporty footage of the Olympic campaign.
What was the process for selecting the music used, and how did it complement the overall message?
Selecting the music for this project was a critical part of my creative process, and it began very early on—right after my radio edit was complete but before any b-roll was laid down. Music is a foundational element in shaping the tone and pacing of any piece, so I knew I needed to search Musicbed and lock in the right tracks early to guide the edit.
For this project, I sought tracks with string instruments that could convey the ebb and flow of tension and resolution. Each track was carefully selected to align with specific moments in the story.
For the intro, I chose “Uncovered” by Joseph William Morgan. It’s orchestral, suspenseful, pulsing, wild, and dark, setting the perfect tone for the whole edit!
Another great find was “Resilience” by Mattia Turzo. Its steady build and dynamic shifts made it the perfect choice to underscore the relentless determination that drives Stamp’s filmmaking process. I placed this track in the section where Ben draws a parallel between their work and a Formula One pit crew, saying, ‘Like a pit crew in Formula One, we’re shaving fractions of seconds here, fractions of seconds there, and in production, that’s everything.’ (I later noticed this song was used in an Olympics teaser with Simone Biles and Suni Lee. It’s a testament to how well it captures the spirit of precision and perseverance!)
“Music is a foundational element in shaping the tone and pacing of any piece, so I knew I needed to search Musicbed and lock in the right tracks early to guide the edit.”
Did the chosen music enhance the emotional impact or storytelling of the commercial?
The chosen music was essential in shaping the emotional impact and guiding the storytelling. For example, the way “What Goes Around” by Joseph William Morgan builds and then drops perfectly reflects the cyclical nature of challenges and breakthroughs in the creative process. Hopefully, this helped make the viewer’s experience more immersive and emotionally resonant.
Which specific moments in the commercial did the music play a critical role in shaping the viewer’s experience?
At TC 1:48, the narrative shifts to Stamp’s post-production process, and I needed a track that could seamlessly guide this transition. I selected “Floris Folium” by Mattia Turzo for its ability to build anticipation and then release it in a way that mirrored the storytelling.
The track opens with a solo string instrument that first sustains a high note, then plunges. The initial high note created anticipation, and the sudden drop in notes released that tension, creating a sense of drama and an emotional shift. A brief pause followed this, and then the arrangement expanded—cello, concert bass drum, string bass, string quartet, viola—all layering in to create a suspenseful, dark progression with a rich, captivating texture.
I positioned the rising string motif beneath peaceful live-action footage of Rémy rowing. I then timed the rapid, staccato melody to coincide with the Camera-to-Cloud stop-motion graphic. This was meant to bring attention to the speed and efficiency of Stamp’s workflow, particularly how quickly their hero footage was uploaded to Frame.io for Fraser to download. The interplay of these musical elements helped underscore the excitement and momentum of the process, hopefully showcasing how impactful Frame.io was here.
What was it like working with Musicbed on this project?
Working with Musicbed on this project was seamless, and their tracks significantly enhanced the final edit. Their extensive, high-quality library made finding tracks that matched the tone and mood easy.
One feature I particularly appreciate is the Details tab, where you can see a track’s genre, instruments, mood, characteristics, and even key. This helps non-musicians understand what resonates about a track and refine future searches.
Musicbed also has a wonderful support team. When we needed the stems for “This is the Beginning” by Ely Eira, our Musicbed rep, Stewart, was incredibly responsive and provided the stems quickly. With the stems, I could isolate and emphasize specific elements at crucial points in the edit. Musicbed’s flexibility and quality offerings always elevate our work.
“Working with Musicbed on this project was seamless, and their tracks significantly enhanced the final edit.”
Whatever your project type, the right music is integral to setting the tone for a captivating, immersive audience experience. Musicbed offers the largest curated collection of music for film, TV, and advertising, so you’re sure to find the right music to create your winning combination.
Explore Musicbed’s exclusive collection today with AI-powered search tools, expert playlists curated by mood, vibe, and genre, and more.
