Cline 'Primitives' Product Launch Commercial

Client: Cline

Industry: Tech, AI (Artificial Intelligence)

Role: Editor, Producer

Deliverables: 1 longform version, 1 vertical

The team over at Cline reached out to me to help with a tight window edit to create a launch video for their hotly anticipated new product, 'Primitives'.

The project involved creating a 60–80 second brand film with a quiet, deliberate, and filmic tone, distinct from typical hype montages. I worked with pre-recorded founder voiceovers, VHS-style talking head footage, product demo clips, and stock/object inserts I found online to craft a cohesive and engaging narrative.

Client’s main objective: To create a launch video that would build anticipation and communicate the vision of what they're hoping to achieve with 'Primitives'.

Constraints: We had three days to finish every edit to meet their launch window

Why they chose me: They reviewed my Contra profile and loved my work, specifically the commercial I directed for Autoform.

Concept + Tone: The project involved creating a 60–80 second brand film with a quiet, deliberate, and filmic tone, distinct from typical hype montages.

Visual style: They wanted to take a unique approach, to have the final product feel very filmic, which is why the video is in 4:3 format.

Metrics: Commercial Launched on 10.16.25 and currently has over 45k views on X alone.

Client feedback: "5 stars across the board for Mario. I posted a tight deadline job on a Thursday night with half the footage and Mario walked me thru exactly what he needed as well as translating what I had in mind for story direction. 1000% recommend."