Long time client Smule needed a unique way to launch their new AutoRap app to the young male demographic. They needed a way to break through the noise of ComiCon and the summer blockbusters.
We created a parody of Kanye West's hit Mercy, starring the superheroes that had dominated the summer box office. We filled it with geeky, insider humor, that only real comic fans would get, yet made it approachable to the general public as well. At the end, we featured a highly promotional pitch for AutoRap, augmented by the humor of Batman pitching it.
The video received over 2 million views, cut through the noise of the summer, and continues to drive downloads of AutoRap.
Directed by Christiano Covino
Written by Christiano Covino
Assistant Director - Ryan Smale
Production Manager - Nick Lane