21 years of pro sound design knowledge in 72 mins

After over 20 years editing broadcast commercials, I can tell you this: nothing leveled up my work faster than sound design. In this video, I break down the exact mindset and system I use on six-figure projects—and it starts with something most editors skip.

Before touching a single sound, I decide on one thing: the emotion. Whether I’m aiming for tension, excitement, or introspection, every sound choice has to reinforce that emotion. Without that target, it’s easy to throw in effects that sound good but don’t actually feel right.

From there, I follow a simple 4-step framework:

Start with ambiance: Build a believable world first. Don't settle for your production audio—rather, audition difference background sounds until they match your emotional goal.

Shape your dialogue: Timing matters. Tighten or space out lines to control energy, and don't always pick the cleanest take—imperfections can feel more real.

Layer specific sound effects: Small details (e.g., footsteps, cloth movement, impacts) bring scenes to life. Individually subtle, but powerful together.

Add music last: Music is emotional glue, but it you start with it, it can hide weak sound design. Build everything else first.

I also share practical strategies for finding better sound effects:

Search using simple, functional terms (not overly descriptive ones)

Use basic adjectives like “fast,” “heavy,” or “soft” to refine results

Think in layers—build complex sounds from multiple simpler ones

Throughout the video, I walk through real projects, showing exactly how I built sound from scratch—track by track.

If you take one thing away, it’s this: spend as much time on sound as you do on picture. That’s how you make your work feel truly professional—and start attracting higher-end clients.