There’s an easier way to get what you want when you need it. And when you need an app, Macpaw – the company that “develops apps that make your Mac life simpler” wants people to know its new product, Setapp – aka the Netflix for apps – is the easier way to get one. You can search through hundreds of apps to find the one you want or you can use Setapp.
Setapp curates the best Mac apps and the subscription service presents them in one folder with unlimited access for a monthly fee.
So Setapp’s agency, SuperHeroes New York, began challenging the idea that doing things yourself is great – simply by presenting shortcuts to various people and asking the question, “Would you take one?”
The campaign is built on the agency’s clever SuperClose model. By applying sequential storytelling to the long idea of “taking the shortcut”, SuperHeroes New York targets different people in an engaging way. Each video shows a different kind of do it yourself struggling (rather like finding the right app) – fishing, building a birdhouse, starting a fire…In each (humorous) case, a shortcut is offered at the peak moment of frustration.
The films were directed by director duo, Pete Marquis & Jamie McCelland.
Rob Zuurbier, managing director of SuperHeroes New York, commented, “Setapp reached out to us in an early stage when they were still developing the service, so we immediately got a first hand experience of the benefits of this new subscription-based model for apps. As a digital first communications agency, this type of product is really close to our hearts.”
Agency: SuperHeroes New York
Managing director: Rob Zuurbier
Executive creative director: Rogier Vijverberg
Creative director: Niek Eijsbouts & Hunter Fine
Creatives: Ola Syse & Elliot Stewart-Franzen
Graphic designer: Long Wu
Account lead: Beth Irvin
Agency producers: Severien Jansen & Yumi Yamsuan
Production company: Good Engine Media
Executive producer: Andrew Garland
Line producer: Myriam Schroeter
Directors: Pete Marquis & Jamie McCelland
DoP: Eric Ulbrich
Editors: Christ Teibert & Huy Nguyen
VFX: Huy Nguyen
Sound design: Silver Sound
Client approval: Yaroslav Stepanenko, Julia Petryk & Olga Ku