In the realm of creativity and media, everything is interconnected. Audio and visuals work hand in hand, shaping not just what we see and hear, but also the emotions and sensations we experience while watching a film or show. The same principle applies to commercial work—perhaps even more critically, given that advertisements have only a few seconds to capture attention and drive impact. Audio and visuals must work in sync to make the message land.
This symbiosis is something Loudbox deeply understands—one it has embraced as it evolved from an audio post-production specialist into a full-service post-production and creative support partner.
Jeff Cruz and Allan Feliciano founded Block 12, a video post-production house, in 2017. Seven years later, in 2024, they decided to merge it with Loudbox so they could serve clients with both audio and video needs.
However, Jeff, now Head of Video Post at Loudbox, is quick to clarify that it is not an exclusive setup since the company works with agencies and clients still have the prerogative to choose a different service provider for either video post or sound production.
“We saw how it could be a win-win for both companies to be under one umbrella,” Allan, Founder and Head of Music at Loudbox, said. “Our values were very compatible. And I could tell the people would get along, and both groups would appreciate the merge. And it did. I’m really happy about that.”
This move was about more than convenience. It also gave the team the resources to upskill and strengthen its capabilities. Tangibly, it also meant having a bigger office with more room for client presentations. Not to mention streamlined accounting and sales support, the opportunity to have more exciting company outings—and yes, a better coffee machine with better-tasting brews.
“It also makes it easier and more cost-effective when clients get both audio and video under Loudbox,” Jeff added.
Some things stay the same
Beyond expanding its office space, Loudbox has also broadened its range of services. It now offers full-service video capabilities, which Allan credits Jeff and his team for. It has become a more flexible and reliable partner to clients and within internal teams. Since the merge, there’s been a more robust and established workflow, according to Allan.
One thing that has remained throughout the big changes is Loudbox’s exemplary audio post-production services.
“Audio and music have always been our money maker. It’s what we’re really good at. Loudbox was founded by a group of composers. And we are lucky to be in an industry that has always been populated by just five or six major players, compared to companies outside our immediate industry. And we intend to grow it.”
Loudbox was founded by the likes of musician Manuel Legarda, composer and musician Rico Blanco, Sach [surname] Edsel [surname], and Allan.
“We are confident we will be able to train and attract the next generation of composers,” Allan said.
Big projects, big success
Mergers are not without challenges. A common predicament for both Allan and Jeff is still being recognized only as an audio production house. Both have expressed a desire to be known as a full-service post-production and creative partner.
“We are now trying to get the word out as much as we can,” said Jeff. “That we are a fully capable video post-production house while keeping our core strengths—audio post, sound design, and original music—still front and center.”
“We ate up a well-oiled machinery that was the right size. But it was a very smooth experience. We had room; [Loudbox] had equipment, the system, the people,” Allan explained. And in jest, he added: “Maybe the hardest part was convincing Jeff. That took a lot of whiskey and french fries!”
According to Jeff, Loudbox has been optimizing project management, workflow, quality, and overall value for clients since the merge. It also helps that there’s only one point of contact for clients when they choose to work with Loudbox for both audio and video, leading to a faster turnaround time for projects as well.
But if there’s one trait Jeff credits for their success on every project, it’s persistence.
“The video team thrives and performs best with tight scheduled projects,” said Jeff. “For some reason, we have always been the go-to team [for] our clients whenever they need something done with an almost impossible deadline. Work will not stop on weekends or holidays until we deliver what they need on time.”
Allan, on the other hand, gives due credit to Neneng Arceo, who essentially led Loudbox in the beginning, owing to her previous experience in video post-production.
Eye of the tiger
With Loudbox now playing in a bigger pool, there are also bigger players to compete with. But rather than being intimidated, Allan admits each of them feels—for lack of a more suitable term—competitive.
“That’s one of the main considerations when we hire people. And competitive people always improve themselves. It’s really in our culture to do that. We research new techniques, we research the competition, and we try to figure out how to make ourselves better.”
Jeff is all about seeking the next big thing: new tools to produce output faster and better.
On the other hand, Jeff’s approach leans more methodical.
“We always look out for the next best thing in terms of new tools we can utilize to produce output faster and better. We have shifted to AI animatics, while keeping the traditional route as an option for our clients. Being up-to-date on the latest trends in post-production gives us that competitive edge we need to provide and meet our clients’ needs.”
A new frequency for Loudbox
With a bigger playground and new tech toys to tinker with, Jeff and Allan are excited to show off their team’s talent and tricks. But more than that, there’s also the prospect of making the Loudbox group even bigger.
“From running a lean team, I have always wanted to grow our family so we can better serve our clients and expand our services in the future,” Jeff admitted.
Allan, on the other hand, is looking forward to more projects and being back in a bigger office with everyone.
“I am hoping that having all of this in one inspiring location would bring people back to working in a proper working space. I am hoping this environment will inspire people to stop communicating and sharing files over the internet and do things like we used to do, pre-pandemic.”
And with that, clients can expect Loudbox to turn up the volume on what comes next—bigger, bolder, and more exciting work in the making.
