There’s an old saying in Hollywood: "50% of a movie is the sound." At first, this might seem like an exaggeration. Picture a film set. You see actors in costume, elaborate props, high-tech cameras, intricate lighting setups, and a director surrounded by monitors. In the midst of all this, a couple of crew members are holding boom mics. It's easy to believe that the visual elements are the stars of the show. With so much energy, time, and resources devoted to capturing the perfect shot, how can sound possibly play an equal role in crafting the emotional experience of a movie?

The truth is, much of what you hear in a film is crafted long after the cameras stop rolling. Elements like ADR (Automated Dialogue Replacement), foley, sound mixing, composing, and intricate sound design are all carefully layered during post-production to bring the auditory landscape to life. These steps, while often overlooked by the average viewer, are essential in shaping how a story feels.

Sound does more than just accompany the visuals—it enhances them. It can evoke emotions, build tension, and guide the audience's focus. This isn't just true in Hollywood; it’s a principle that applies to nearly every form of media, including outdoor commercials and branded content. While the scale of our productions in the outdoor industry may not match that of a Hollywood blockbuster, the importance of sound remains crucial to the final product.

As a producer and director, I’ve developed an appreciation for the art of sound design, though I’m no sound designer myself. Over time, I’ve learned to rely on a few key guidelines when collaborating with sound experts. In my mind, sound design’s ultimate role is to sonically transport a viewer on an emotional journey. It should complement the visual narrative, subtly enhancing the story without overshadowing it. Sometimes, the sound is minimal, but in other projects, it becomes a major player in evoking the desired feelings.

A recent project that fully embraced the power of sound design was our feature film Inches to Miles presented by Athletic Brewing Company. In this film, we had the opportunity to push the boundaries of our sound work, leaning heavily on post-production to craft an immersive experience.

In the video excerpt below, you’ll see (and hear) how sound designer Colton Jackson used hundreds of carefully placed sound elements to create a rich, sonic experience that enhances the visuals. This particular clip is taken from the first two minutes of the film, and it serves as a powerful example of how sound can deepen the emotional impact of a story.

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