Every project has roadblocks—whether it’s a clunky film script, a nervous client, a problem on set, or an edit that just doesn’t feel right. In these moments, the creative vision has become a tangled mess and things start to feel stuck. Musicbed exists to get filmmakers unstuck. To turn roadblocks into breakthrough moments.
Setting the Tone
To launch this brand campaign, we produced a film with two-time YDA Award-winning director, Salomon Ligthelm, where he spoke to the ways in which he unearths breakthrough ideas. In the process of filmmaking, there are key moments that unlock breakthrough. It can be something a stranger says at the café, an obscure poster in the subway, or a song that transports us to a particular place and time. These moments crystalize the vision in our work and help us take it to the finish line.
Bringing Breakthrough to Life
We asked ourselves a question: how do you visually convey a concept as abstract as the breakthrough moment? You untie a tangled knot. A never ending, ever-changing mess, the tangle represents the opposite of clarity. It is a symbol of frustration and obstruction. A key indicator of being in the “stuck” phase of a project.
Using the themes of Obstruction and Clarity, we relate our visuals to the messages within our ads. This drives our headlines home and subconsciously reiterates our purpose in the minds of filmmakers.
Where It Lived
The message was communicated with stylish artist features and powerful playlist recommendations across email, social channels, paid media, and blog content—all serving to equip and inspire our audience to find their own breakthroughs.
Interactive Components
Adding interactivity to the campaign, filmmakers were able to share their own ways of reaching breakthrough moments by posting with #whenimstuck and using interactive elements for IG Stories.
