For composers, musicians and sound designers, the ability to pitch their work effectively can make or break their careers. Yet, for years, the industry lacked a tool that allowed creatives to seamlessly present their work while also gaining insight into how their reels were received. Enter ReelCrafter, a platform designed to give audio professionals control over how they showcase their work and track engagement.
Co-founded by Sam Hulick, an award-winning composer known for his work on the Mass Effect video game series, and Sara Pocius, a creative leader and art director with a strong UI/UX foundation, ReelCrafter emerged as a solution to a problem Hulick faced firsthand.
“Traditionally, we would just send examples of our music over Dropbox or Google Drive,” Hulick said. “You’d send it off and wouldn’t know if anyone got your email or listened.”
With a strong demand for such a tool among fellow composers, ReelCrafter launched in 2016, starting as a passion project built by Hulick. Pocius, with her background in UI and art direction, quickly saw the need for better visual presentation and became deeply involved. In 2020, ReelCrafter was accepted into Techstars Chicago, an accelerator program that provided funding and mentorship.
“That was the point where we were able to quit our day jobs and focus fully on the company,” Hulick said. “And then, of course, the pandemic hit right after. So that was terrifying—we really had to make it work.”
Over the years, ReelCrafter has grown steadily, serving thousands of creatives, including film and TV composers, sound designers, singer-songwriters, and even video editors. Major entertainment companies like Disney, Netflix, Universal Studios and Apple TV now recognize ReelCrafter, thanks to the many composers who use it to pitch their work. The company operates on a subscription-based model, with tiered pricing and a free plan that helps bring in new users. ReelCrafter has never had a month without growth since its launch, with churn rates consistently below 2%.
Finding a New Home at TeamWorking
ReelCrafter relocated its headquarters to Chicago coworking space TeamWorking by TechNexus in March 2024.
After doing an in-person tour, they knew they had found the right place.
“There’s just a certain vibe about some spaces,” Hulick said. “When we saw our current room, we knew right away—this is it.”
Unlike generic coworking spaces, TeamWorking offered them a true tech-focused community.
“Here, we’re surrounded by people in tech and startups—it’s exactly what we were looking for,” Pocius said.
“It’s reassuring to be around people who are looking for the same kind of community,” Hulick added.
What Comes Next for ReelCrafter
As ReelCrafter continues to grow, the team is focused on expanding beyond audio professionals. Upcoming product updates will introduce features that will streamline the workflow for video-centric artists, sync musicians, and other creative professionals who need high-quality portfolio tools. Additionally, the team is preparing to introduce custom domains and other enhancements that will further set them apart from competitors.
Despite their niche market, ReelCrafter has thrived by staying true to its mission. “If you’re not passionate about what you’re building, you’ll burn out,” Hulick said. “This is a marathon, and we’re in it for the long haul.”
With a rock-solid product, a growing user base and a new home at TeamWorking, ReelCrafter is poised to continue revolutionizing how creatives present their work—one demo reel at a time.