What Creative Agency Clients Actually Mean When They Say “Make It Pop” (And How Sound Post Solves It)

After a whirlwind week at the Cannes Lions Festival, one thing’s clearer than ever: The most celebrated work isn’t just stunning to look at, it sounds damn good, too. We saw it in the award-winning spots. We heard it in the panel discussions. We felt it in the conversations we had with creatives, producers, and agency founders from around the world. The work that sticks? It nails both sight and sound. That’s where we come in.

So let’s break it down: here are 5 of the most common vague client phrases and how our studio turns them into a mix that hits.

1. “Make it cinematic.”

Translation: They want scale. They want emotion. They want it to feel like a short film, not a sales video.
What we do: We build a custom soundscape: layered ambiances, spatial depth, and dynamic movement in the mix. This isn’t just about throwing a score under it, it’s about using silence, swells, and texture to create tension and release. Our mixing and sound design work together to make every transition, every breath, feel intentional. That’s the cinematic effect.

2. “It needs more energy.”

Translation: The pacing or rhythm isn’t clicking emotionally, even if the visuals are cut well.
What we do: Energy is a mix of tempo, tension, and sound layering. Through creative sound design—think rhythmic elements, syncopated whooshes, punchy hits—and precise mix automation, we push the pace without overwhelming the message. And if needed, we guide clients toward music options that support the flow of their edit.

3. “Can it sparkle more?”

Translation: It feels flat or lifeless. They want shine, clarity, and polish even if they can’t name it.
What we do: This is where mixing and mastering magic comes in. We lift key frequencies, clean up harshness, and ensure everything, from voiceover to SFX to music, sits exactly where it should. A great mix doesn’t just sound clean; it feels elevated. This is also where our VO recording sessions shine. We get crisp performances at the source, so there’s less fixing later.

4. “It needs to feel more expensive.”

Translation: They want it to sound like a luxury brand, even if it's not.
What we do: Luxury in sound is about restraint, precision, and detail. We use refined textures, negative space, and premium music curation. The mix is less about loudness and more about intention. Through our sound design and mix, we build audio experiences that mirror the sophistication of the visuals without overdoing it.

5. “Something’s missing, but I don’t know what.”

Translation: The emotional impact isn’t landing and they don’t have the words to explain why.
What we do: This is where our team becomes a true partner. We listen beyond the surface and identify what’s not working. Maybe the music’s fighting the VO, or the ambiences are too cold. Our job is to solve the unsaid, to tweak until it clicks. Whether that means building new sound layers or restructuring the mix entirely, we get it there.

Final Mix

Every creative agency has dealt with client feedback that’s more vibe than direction. Our job as an audio post team is to bridge that gap, not just technically, but creatively.

Whether it’s sound design, VO recording, mixing, or that final polish, we help your work land the way your client imagined, even when they can’t explain it.

Ready to translate vague notes into powerful, finished work? Let’s chat.