Cocreate Isn’t Making The Movie — It’s Fixing The Mess That Stops The Work From Starting

Every music video, podcast, or short film is built on an unseen architecture of labeled folders, synchronized audio, proxy files, and footage arranged to make the editing process quick and easy. This quiet choreography can stretch on for days, draining creative momentum.

Tamish Pulappadi knows this terrain well. With a background spanning music performance and computer science in equal measure, he has experienced how assembling a project from the ground up can sap both time and focus.

His company, Cocreate, was founded to change that by streamlining the time-consuming parts of the video editing process. By organizing, syncing, and tidying the raw material in the background, Cocreate aims to clear the path for creators to focus on what matters most.

The Tediousness Of Behind-The-Scenes Creative Work

In professional creative work, the setup phase is rarely discussed, yet impossible to avoid. Hours can disappear syncing audio from multiple camera angles, generating backup files or lower-resolution copies to ensure the editing software doesn’t crash, accurately labeling takes, and sifting through media drives in search of a single clip. These are the main backbone for any project, either short or long-term, but they’re also where momentum can stall indefinitely.

Pulappadi, who studied Computer Science and Music Technology, has lived on both sides of the equation. Years spent as a performing guitarist and content producer gave him an intimate understanding of where flow breaks down.

He started coming up with a solution by constantly speaking with his friends, all of whom were equally tired of losing time to the same repetitive bottlenecks. Particularly, he spoke with later Cocreate co-founders Archish Arun and Sid Yu during his studies, where they would constantly share stories of their frustrations with the post-production process of their own projects. Each was already working with an established stack of tools cobbled together to make projects happen, but the process always came with a tax on focus.

They quickly realized the solution wasn’t another creative filter or template. It was an invisible tool that would let artists forget about the scaffolding entirely.

Cocreate: Assisting Creatives Without Displacing Them

In 2025, Pulappadi and his co-founders launched Cocreate to automate that specific hidden layer of work. Rather than adding flashy new effects or imposing creative suggestions, the platform positions itself as a backstage crew: steady, methodical, and designed to stay out of the spotlight.

In practice, that means the mechanical processes of post-production happen with no manual input. Audio tracks find their proper alignment, proxy files take shape in the background, and media assets settle into an orderly, searchable system. As a result, creatives get access to a tool that sets up the practical groundwork in place by the time the actual editing work begins.

Pulappadi describes the company’s mission as “raising the ceiling for what professionals can do with the same amount, and lowering the floor for what non-technical creatives can do with just an idea.” In other words, video editors have the bandwidth to assemble quality editing work without having to set up the material they need to work with.

They also applied this main idea during the platform’s development. Early prototypes emerged from late-night coding sessions, refined with feedback from filmmakers and editors who understood the problem instantly. This creator-first philosophy is what Pulappadi and the rest of his team put at the forefront of Cocreate, from its user-friendly interface to its behind-the-scenes architecture.

The aim is not to dictate how a project should look or sound, but to free up the hours needed to make it happen.

Growing The Platform

Already past its demo stage, Cocreate achieved one of its first major breakthroughs when it was accepted by a leading global startup accelerator in 2025. By then, the founders had already built a minimum viable product that handled the essential setup work for media projects. But getting accepted into this accelerator gave them $500,000 in pre-seed funding, seasoned mentorship from experienced investors and founders, and the pressure (and freedom) to think bigger.

Scaling the vision meant looking past their own creative circles to see how universal the problem was. Whether in independent studios or large media companies, teams were losing significant time to the same background tasks.

Cocreate’s proposition is less suggesting or acting as an alternative to traditional editing gear, but rather as a companion, acting quietly behind the scenes without calling attention to itself.

Serving The Human, Not The Algorithm

As more companies increasingly focus on purely generative tools, Cocreate takes a different stance. It doesn’t produce images, automatically create music, or suggest edits. Instead, it zeroes in on the space before those decisions are made, turning hours of manual setup into minutes of automated preparation.

It’s a philosophy that reflects how humans can leverage technology without feeling overshadowed by it. Instead of competing for the spotlight, the right tools retreat into the wings, empowering their users without taking over the creativity and saviness that editors need to have.

For Tamish Pulappadi, who has spent his life dealing with the hurdles that come through in the creative process, this quiet role for AI is essential to further lower the barrier of access for advanced tools and streamline the video editing process, allowing anyone to create meaningful work without friction.

BDG Media newsroom and editorial staff were not involved in the creation of this content.