The Opportunity
Splice, the go-to sample library for millions of music producers, wanted to shake off perceptions of being “stock” and ignite performance across paid social. They looked to us to bridge their creative credibility with real audience action—transforming casual interest into committed subscriptions.
The Approach
I partnered with strategy to architect a full-funnel strategy that reimagined Splice not as a shortcut, but as the ultimate creative spark. Partnering with Splice’s internal brand team and the agency Instrument, we grounded our concept in a powerful product truth: Splice collaborates with real artists to find unexpected sounds—including field recordings from nature.
We translated this into “Start with Sound,” a campaign that positioned Splice as a raw source of inspiration. On TikTok, we leaned into the platform’s native tone—using behind-the-scenes footage of sample packs being made to make our message tangible and entertaining. Our organic hero video (50s) drove brand engagement, while shorter paid cutdowns focused on conversion through clear, creative demos.
HERO VIDEO
HERO VIDEO
A visual anthem for creative origins — this hero spot repositions Splice not as a shortcut, but as a source. Built to inspire, grounded in nature, and tuned for creators.
Bonus Projects.
