Potpie AI

A pre-seed announcement buys you one day when people who have never heard of you are briefly paying attention. Most startups spend that day on a congratulations graphic and a thread. Potpie treated it as a full launch: Memetic Design rebuilt the positioning and the website, and the announcement film sat on top as the piece that pulled everything together.

Fundraise posts blur together because they are about the money, and money looks the same in every post. The interesting part of Potpie’s news was the thesis the money is betting on: spec-driven development, the idea that when a codebase runs past a million lines, AI agents need real specs and real context, not vibes.

So the film leads with the thesis and lets the raise be the proof. People from the team make the case straight to camera, plainly, to an audience of engineers who are professionally suspicious of AI promises. My job was the film itself: direction, edit and motion.

The film, the new site, the positioning and the founders’ posts went out together, each pointing at the others. Watch the film, land on a site that speaks the same language, read the announcement post that completes the picture. The news picked up press, Forbes included, and every reader it sent looking had somewhere proper to land.