How Merlin turns bold ideas into client buy-in with Pitch

Merlin is an Amsterdam-based “code boutique” that helps brands like Dior, Coca-Cola, and Inter Milan turn ambitious ideas into immersive web experiences. They often do this in partnership with creative agencies such as AKQA, WØRKS, and DEPT, who rely on Merlin to push the boundaries of both creativity and technical capabilities. Merlin’s internal motto, “prove what’s possible,” shows up long before a project begins — in the way they pitch. For Merlin, the deck isn’t a formality. It’s part of the product, and it needs to feel as intentional, premium, and creative as the work they ship.

That makes presentations a core business tool. They’re used to win new clients, kick off complex projects, and align the team from day one. “We win most of our clients because they like the designs and motion we create on the web,” says founder Mees Rutten. “Being able to present our work in a really nice way helps sell our vision.”

Since 2022, Pitch has been the canvas Merlin uses to shape that vision, keeping every deck as polished and deliberate as the web experiences they build.

When your work is visual, your deck has to be too

Merlin operates at the cutting edge of digital craft. They build animated, interactive experiences, social video generators, and 3D concepts — work that often surprises even the most seasoned clients. Their decks have to meet a similarly high standard. “The best way for us to sell a story is through visuals and as little text as possible,” says Mees.

That means a clear, simple storyline brought to life with bold type, clean layouts, and plenty of motion. Video is integrated into almost every deck: reels showcasing recent work, project clips that speak for themselves, micro-interactions that mirror the web experiences Merlin builds.

Before Pitch, their tools couldn’t support that level of craft. Keynote struggled across a team using both macOS and Linux, and Google Slides felt too limited and clunky, especially when video came into play.

“Other tools were too bulky and slow, with limited video capabilities,” Mees explains. “We wanted a high-performing tool that let us share decks via URLs to create a seamless experience for our clients. Pitch has been a godsend.”

Today, Merlin has a presentation platform that can keep up with their standards: fast, video-first, and flexible enough to make every slide feel custom.

Check out their deck below, and don't miss their showreel on slide 7.

Scaling bespoke presentations without losing the craft

Merlin never sends a generic creds deck. Every pitch is built with a specific client in mind.

Each new outreach starts from a master deck in Pitch: a concise introduction to who Merlin is, a one-minute reel of their strongest work, and deeper sections covering services, awards, and case studies. From there, the team shapes the story to fit the audience in front of them.

That customization happens fast, but never feels mechanical. Merlin selects only the most relevant projects, weaves the client’s name and logo throughout the deck using Pitch variables, and fine-tunes references so the narrative feels considered and intentional.

“Variables let us add the client’s brand to every slide,” says Mees. “This is a simple step that helps highlight how much effort we put in before each meeting.”

Because layouts, variables, and visual standards are baked into their template, personalization doesn’t mean starting from scratch. The team can move quickly and still ship decks that feel handcrafted.

For a small studio that wants to stay ahead of the competition, that balance matters. “Pitch is a step up from the other tools,” Mees says. “It lets us make custom decks for every client while maintaining high-quality video and branding.”

A shared workspace for an agile team

Merlin runs lean by design. The team spans disciplines and operating systems — macOS, Linux, and Windows — so they need tools that work the same way everywhere, without slowing anyone down. Pitch has become the shared space where ideas take shape and stories get pressure-tested.

Every presentation starts rough. Early drafts are about structure, not polish: layout experiments, placeholder visuals, unfinished copy. Once the narrative clicks, the team shifts into craft mode — refining layouts, adding motion and video, and tightening text.

That process stays smooth because everyone is working in the same place. The web editor keeps the team aligned regardless of device, slide statuses make it clear what’s ready (and what isn’t), and comments keep feedback focused and easy to act on. With version history in the background, the team can push the visuals further without fear of breaking anything.

Pitch also travels well. The mobile app doubles as a pocket portfolio, making it easy to pull up reels or client-ready decks in meetings, events, or spontaneous conversations.

The result is a collaborative workflow that matches the way Merlin works: fast, visual, and built for sharing high-quality presentations online. “It’s a very clean, easy-to-use canvas,” says Mees. “You can bring in the branded assets and information you need, and then share or present it in the best possible way.”

Keeping the conversation going after a meeting

Merlin’s work is inherently visual, which makes traditional ways of sharing it feel limiting. Uploading reels to Vimeo or YouTube, sending scattered links, or attaching static PDFs never quite captured the experience they wanted clients to have.

With Pitch, sharing becomes part of the craft instead of an afterthought. Videos live directly inside the deck, automatically playing in high quality without any distracting UI. The presentation link stays live after the meeting, so the team can refine slides, clarify ideas, or respond to questions without rebuilding or re-exporting anything. And engagement analytics offer useful signals, like whether a key stakeholder opened the deck or came back for a second look.

“We’ll improve the deck after the meeting to make it more complete and align with any questions that came up,” Mees explains. “Sometimes, we also track deck interactions to inform how we follow up.”

That flexibility carries into meetings, too. Merlin isn’t precious about locking a deck before the call. If the conversation shifts, they adapt in real time, confident that any changes will be reflected in the same link the client already has.

The goal isn’t to automate relationships or over-optimize the process. It’s to make sure the story they tell in the room is reflected and improved in what gets shared afterward.

Great slides that do your work justice

Merlin’s philosophy is simple: If the work is visual, the presentation has to live up to it.

“Either go big or go home,” Mees says. “When the story and the visuals are in sync, it sells the whole package. If the story is strong and the slides aren’t, the slides get in the way.”

Pitch is how Merlin makes sure that never happens, even at scale. It’s where they shape and refine ideas, tailor decks for every client, and share living, video-rich presentations that feel like a natural extension of their work.

For a studio whose reputation is built on its “digital magic,” the deck is never a throwaway asset. It’s part of the product and, with Pitch, a clear competitive advantage.

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