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Getting to Know… POSTRED
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10/08/2026
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Mariam Simonishvili, the head of sonic advertising of the Tbilisi-based audio post production company, spoke with LBB about its latest and greatest work as well as bringing stories to live through sound
With studios in Los Angeles and Tbilisi, POSTRED is now nine years old and has expanded to various industries. The team works with international brands like HBO, Netflix, Sony, and others to create sound effects and Foley for their projects.
As a go-to creative audio service partner for sound artists and sound companies, POSTRED is known for its scalable infrastructure, talented team, and exceptional client service.
At POSTRED, they believe that sound is a storytelling tool for artists. They are a highly skilled and enthusiastic audio post-production team with one goal – to tell stories.
Mariam sat down with LBB to look back on over a decade of POSTRED, the history behind their company name and place of work and the POSTRED Academy.
LBB> Tell us a bit about POSTRED – when was it formed and why?
Mariam> POSTRED was founded in Tbilisi in 2015 as a boutique sound studio with a simple ambition: to create original sound and music that make stories more powerful.
Over the past decade, we have grown into an international team working across advertising, film, television and games. Today, our teams operate between Los Angeles and Tbilisi, collaborating with agencies, production companies and studios around the world.
Whether we are working on a thirty second commercial, a sonic identity or a feature film, our approach is the same: understand the world of the story, then create a sound that truly belongs to it.
LBB> What’s the story behind your name?
Mariam> POST comes from post production, which is where the company began. RED comes from the red recording light, the signal that sound is being captured and something is being brought to life.
There is also a deeper meaning behind the name. POSTRED was founded in post Soviet Georgia, so POST reflects both our profession and our history. It represents moving beyond a system that restricted creative freedom and building something independent, open and outward looking.
The name has become slightly ironic over time. We no longer believe sound and music should enter only at the end of a project. The earlier we are involved, from concept development and creative direction through production and final mix, the more meaningful our contribution can be.
Today, POSTRED is less about a specific stage of production and more about the role sound plays in shaping a story.
LBB> Tell us about up to three campaigns that epitomize what you do as a company.
Mariam> Virgin Galactic: ‘A Sound for a Childhood Dream’
The project was created in collaboration with Wylie Stateman.
The central challenge in creating Virgin Galactic’s sonic identity was to develop a sound that could awaken the emotion behind the desire to travel to space, rather than simply illustrating spaceflight through the literal sounds of rockets or spacecraft.
After extensive exploration, we arrived at the idea that the desire to reach space is, at its core, a childhood dream, shaped by wonder, curiosity and the possibility of experiencing something beyond the known. This insight led us to record a children’s choir, whose voices became an echo of that dream and a bridge between childhood innocence and Virgin Galactic’s futuristic ambition.
At the heart of the identity is a rising human vocal expression, designed to embody the emotional sensation of lift-off. Together with the choir, it creates a short sonic signature that feels human, uplifting and deeply connected to the experience of reaching beyond Earth.
NEOM: ‘Imagining the Sound of the Next Century’
NEOM is a conceptual world built around a vision of the future. Our challenge was not simply to create sound for a place, but to imagine how that world might sound one hundred years from now.
We approached the project by exploring the possible sounds, environments and emotional atmosphere of life in the distant future. Through original music and sound design, we created a sonic world that feels advanced and unfamiliar, while still retaining a sense of humanity.
The project reflects one of the things we enjoy most at POSTRED: using sound to give life to worlds that do not yet exist.
Bank of Georgia: ‘A Commercial Created Through Sound’
Bank of Georgia wanted to create a commercial that would invite audiences to experience a story in a way that is closer to how blind people perceive and navigate the world.
With the collaboration of creative studio Joyboy, we began with extensive research, speaking directly with blind people and gathering insights about the role of voice, space, movement and sound in their everyday experiences. We understood that when sight is not guiding the story, voices and sonic details become the picture.
The campaign was therefore created entirely through audio. We recorded a dialogue between a blind girl and her friend using a custom hybrid POV voice-capture technique, designed to place the listener inside the scene rather than outside it.
The result is an audio-led campaign in which sound is not an accompaniment to the idea. Sound is the idea itself.
LBB> Give us a fun fact about your company.
Mariam> Our Tbilisi studio is located in a historic building that was originally created for film music and was home to Georgia’s first Foley stage. By moving into the space and rebuilding it as a working sound studio, we have brought the building back to its original purpose and given it a new life.
It feels fitting that a place once built for creating cinema sound is now home to a new generation of sound designers, composers and artists. Our team continues that legacy by recording original material, building props, experimenting with custom techniques and creating sounds from scratch whenever the right one does not already exist. When the right sound does not exist, we make it ourselves.
LBB> What are your strongest opinions about your industry?
Mariam> Sound and music are still too often treated as elements that are added once the main creative decisions have already been made.
We believe the strongest work happens when sound, music, picture and storytelling develop together from the beginning. When audio is part of the creative process, it can shape pacing, emotion, tension, comedy and even performance.
We would also love to see advertising become more adventurous with sound. Visuals may attract the first glance, but sound is often what makes a campaign stay with you.
LBB> What are you proudest of as a company?
Mariam> We are proud that POSTRED has grown internationally without losing the curiosity that shaped the company in the beginning.
We have worked with global studios and brands, but we have also protected a culture where artists are encouraged to experiment, collaborate and keep learning. We never want growth to make the work feel predictable.
That same belief led us to create POSTRED Academy, which helps train the next generation of sound professionals. For us, growth is not only about the scale of the projects. It is also about creating an environment where new talent and new ideas can develop.
LBB> What are some upcoming projects our readers should keep an eye on?
Mariam> We are currently working on several international projects, along with a number of campaigns built around sound as the central creative idea.
Creating genuinely audio-led work has been one of the ambitions of POSTRED Commercial from the beginning. These projects move beyond using sound as a finishing layer and explore what happens when the entire campaign starts with listening.
We cannot reveal too much yet, but several exciting releases are coming soon.
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