About airBaltic
airBaltic is the national carrier of Latvia. Its mission is to connect the Baltics to the world and bring the world to the Baltics.
Connecting the region with over 70 destinations across Europe, the Middle East, North Africa, and the Caucasus, airBaltic has been a leader in Baltic aviation since its founding in 1995. The airline operates a modern fleet of Airbus aircraft from its main hub in Riga, Latvia, with additional bases in Tallinn and Vilnius.
The challenge
As the flag carrier of Latvia and one of the largest airlines in the Baltic region, airBaltic constantly needs to produce content, from marketing campaigns to recruitment stories and destination promotions.
Like most modern brands, the demand for video content keeps growing, and the content team is challenged with creating a lot of high-quality visuals fast, while staying consistent with brand identity and deadlines.
The solution
Deliver more high-quality content, on time, for less
For airBaltic’s content team, speed and quality are non-negotiable. Every campaign — from destination videos to brand storytelling — has to meet the airline’s high creative standards while keeping up with a packed production schedule.
That’s why they’ve relied on Artlist for almost three years, using it as their go-to creative resource for music, footage, and now AI tools. After such a strong experience, the team plans to continue using the platform for years to come.
As Arta Uma Upmale, Head of Content at airBaltic, explained,
“In aviation, we work with very tight deadlines, and having a solution where we can find everything in one place is a dream come true to a content creator or a content team.”
With Artlist, airBaltic can create more high-quality content in less time, and focus on what really matters: telling stories that inspire people to explore the world.
Simplifying the creative workflow
Before Artlist, the airBaltic content team had to juggle multiple tools — one for music, another for video. That constant switching slowed down production and made collaboration more complicated than it needed to be.
Now, everything they need is in one place. With access to royalty-free music, sound effects, stock footage, and now AI tools in one place, the team works faster and more confidently than ever. From sourcing the perfect track to finding the right clip or sound effect, the team can stay focused on creativity instead of logistics. Plus, they no longer need to juggle multiple tools or subscriptions.
As Arta shared,
“Artlist [is] this the one-stop where we [can] find it all and very quickly.”
That simplicity has changed how the team works. With Artlist, they can move from concept to completion without losing momentum, creating cohesive, professional stories faster than ever.
Behind the edit
For airBaltic’s Visual Content Specialist, Harijs Blaze, Artlist isn’t just a professional tool. The platform has been part of his creative journey for years. Even before joining airBaltic, Harijs was already a fan, using Artlist in his personal projects and freelance work.
“I discovered Artlist because I was really dissatisfied with the other service I was using, so I was looking for alternatives… I remember… every big content creator you could think of was pushing Artlist, and it’s been great. I haven’t looked back since.”
The transition from personal use to professional integration was natural because Artlist delivered exactly what Harijs needed.
“The music was so much better than anything else that I had ever used before. Just the variety was much bigger, and it was kind of easier but also harder at the same time to find stuff because everything is pretty good.”
Now, Harijs and the team rely on Artlist across nearly every stage of production. For most projects, they turn to the platform primarily for music, but its value goes far beyond that. When creating posts about destinations, the team doesn’t need to send crews abroad. Instead, they use Artlist’s extensive stock footage library to bring those locations to life. Over time, Harijs has also leaned more into the platform’s motion graphics templates, using them to give videos a polished, professional finish.
In practice, the airBaltic team is tapping into almost everything Artlist has to offer, using its full range of tools to support their creative output from start to finish.
Working smarter with better tools
From first brief to final cut, Artlist helps airBaltic streamline every step of their workflow.
Before using Artlist, the team relied on several different platforms — one for sound, another for video. Now, as Arta says, “With Artlist, our workflow has become much more efficient.”
From brief to final cut: airBalitc’s workflow
- Start with the brief
The brief sets the tone, such as corporate or epic. With this in mind, every choice in the edit will stay consistent, from first cut to delivery. - Capture what’s needed
The team shoots what they can in-house, then fills gaps with on-brand assets from Artlist to keep momentum and visual consistency. - Search with intent
Then the team narrows their options quickly using platform filters to match the brief’s feel. This is followed by mood and category choices to zero in on usable royalty-free music tracks fast. - Audition smarter, not longer
He skims candidates using Artlist’s preview. Harij says, “I really like the feature that highlights the most exciting part of the song. It gives me a great glimpse, and I can just quickly move forward.” - Cut, review, and iterate without losing the rhythm
When feedback comes in, they can easily swap tracks without breaking the edit. “When it comes to revisions, if somebody doesn’t like the song I’ve picked, then I sort by BPM, so the cuts still match. The BPM selection is great.” - Lock to brand
With music, pacing, and visuals aligned, the airBaltic content team can finalize the grade and motion details so the piece fits airBaltic’s look and standards and it’s ready for publication.
Storytelling, powered by AI
Artlist’s AI tools have opened up a new layer of creativity for the airBaltic content team. What used to take many hours — recording voiceovers, hiring talent, waiting for revisions — now has a much faster turnaround. The AI Voiceover tool gives them the flexibility to experiment with tone, pacing, and style until every story feels right.
For a brand like airBaltic, storytelling is everything. Each campaign has to capture the spirit of travel and the energy of flight — whether it’s promoting new destinations or inspiring future employees. With AI-powered voiceover, the team can bring their visuals to life faster and stay in full creative control.
As Arta explains,
“We have found with the AI voiceover we can not only save time, but also resources to help us tell the stories we want to tell.”
The benefits go beyond speed. The team can now test multiple narrative directions and iterate quickly without breaking workflow. For Harijs, the AI tools have become a natural part of the editing process:
“[Artlist] has a wide range of everything — music, sound effects, and stock video. And now, recently, with the inclusion of AI tools, the voiceover tool…is really great to use.”
By combining Artlist’s music, footage, and AI technology, airBaltic continues to evolve how it tells stories — creating cohesive, high-quality content that reflects the brand’s professionalism and creative edge.
The results
Today, the airBaltic content team uses Artlist for:
- Marketing campaigns
- Destination campaigns
- Employer branding
Having access to all creative assets in one place — music, sound effects, stock video, and now AI tools, such as image and video generators — means the team can stay focused on storytelling, not searching.
By unifying their creative process under one platform, airBaltic continues to produce powerful stories that connect travelers to the world — faster and smarter than ever.
Ready to level up your workflow?
airBaltic’s content team shows what’s possible when creativity meets efficiency.
Contact us now to learn how Artlist Business could help your team save time, improve efficiency, and use the latest AI tools to your advantage, too.
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