Craig Nashleanas and business partner Jonathan Kayser weren’t thinking about becoming a leader in high-end music production when they started Lens Distortions in 2014. Their business began in the world of visual effects, aiming to create premium tools that would simplify the workflow for video professionals. Today, Lens Distortions is trusted by some of the world’s most iconic brands—including Porsche, Leica, and SpaceX—marking a remarkable evolution from its early days.
“We’ve become more synonymous with high-end music for brands in recent years,” Nashleanas said. “But…we got our start in visual effects and still have a strong reputation there. Most recently, our visual assets were used in the closing credits of the new Wicked movie and a Chanel commercial with Margot Robbie.”
The company was born out of necessity. Nashleanas and Kayser came from video production backgrounds and understood the challenges independent video professionals faced—having to manage every aspect of the edit themselves.
What started as a handful of top-quality, easy-to-use visual effects soon turned into a growing suite of creative tools. Eventually, they realized that the market was lacking user-friendly sound effects tailored specifically for video editors. This led to the creation of their groundbreaking sound effects products, which became an instant success. That success then naturally led them into music production.
“We started by making music for our own product advertisements,” Nashleanas recalled. “But over time, we realized that what truly set us apart was our commitment to tastefulness and quality. Although we originally focused on independent video professionals, we were also always thinking about our needs as a growing brand.”
The company’s long-term vision was inspired by “true north” brands, such as Porsche and Leica Camera, that carry a deep, enduring ethos. Today, those very brands use Lens Distortions’ assets. “Our true north became theirs,” Nashleanas said proudly.
The team took a disciplined approach, guided by the wisdom of Charlie Munger: ‘Show me where I’ll die so I never go there.’ Nashleanas and Kayser focused on avoiding major pitfalls rather than chasing quick wins. “Avoiding foolishness is more important than being super clever,” he added. “So we’ve just tried to avoid catastrophe and keep a long-term view.”
For Lens Distortions, technical excellence is a given. “If you don’t make music or effects that are technically perfect, you have no business having a business in this arena,” Nashleanas stated. But beyond technical quality, the company places a strong emphasis on tastefulness.
“Taste is subjective, but you can tell when something is lacking it,” he explained. “We’ve always held ourselves to incredibly high standards, even if it meant growing our catalog more slowly than other creative asset providers. The result is a collection of work that we’re 100% proud of.”
One of the most defining moments for Lens Distortions came in 2020. “That was the year Apple and Adobe called,” Nashleanas recalled. “It was a strange year for the world, but for us, it marked a turning point.”
Both Apple and Adobe—companies that serve as pillars in the creative industry—took notice of Lens Distortions. Apple prominently featured their mobile app, while Adobe licensed some of their assets. “That’s when we really hit our stride with music,” Nashleanas said.
Since then, their music has been used in projects by some of the most well-known brands and organizations, including SpaceX. “Much of what we compose is rich with a deeply human element—soul-searching, meaning, significance—so it’s perfect for soundtracking bold missions like those of SpaceX,” Nashleanas noted, continuing, “I’ve always liked the saying, ‘If you want to go fast, go alone. If you want to go far, go together.’ Having a business partner that I completely respect and am inspired by has been everything. Lens Distortions wouldn’t have existed without Jonathan, and I know we both feel it couldn’t have become what it is without both of us challenging and encouraging each other every step of the way.”
He also stresses the reality of the entrepreneurial grind. “Every ‘overnight success’ is 10 years in the making. We just hit our 10-year mark, and that saying couldn’t feel more true. Why wasn’t Omaha Magazine knocking on our door in 2014?” he joked. “Because it can take a decade to build something noteworthy. Long-term thinking with long-term people is the only way I know.”
Lens Distortions’ journey from visual effects to sound effects, and ultimately to high-end music, showcases the power of adaptability, discipline, and taste. By staying true to their creative vision and maintaining a long-term approach, Nashleanas and his team have built a company that is not just surviving, but thriving in a competitive industry. And with major brands now using their assets, it’s clear that their “true north” approach is paying off in ways they never could have imagined.
To learn more, visit lensdistortions.com.
This article originally appeared in the April/May 2025 issue of B2B Magazine. To receive the magazine, click here to subscribe.
