Beware of getting distracted, warns this darkly comedic campaign for tech brand Setapp

Jeff Low directs first major marketing push for the app subscription service via Droga5 London

Published On
Aug 18, 2020

Editor's Pick

A new campaign for Setapp, an app subscription service designed to help users complete tasks, puts a  darkly comedic spin on the perils of not finishing what you started.  

The three-year-old tech company's biggest campaign so far consists of several spots created by Droga5 London and shot by veteran comedy director Jeff Low via Biscuit Filmworks. All are infused with black comedy; in the hero film, "Snake," a man undergoes hypnosis for his snake phobia, but ends up having living out the rest of his life thinking he's a serpent because his hypnotherapist gets distracted by a phone call.

Two other films take the idea to even darker places. In one, a kid playing hide and seek with his father is left hiding behind a curtain—and we see him aging into an old man after his dad gets called away and forgets about the game. In another ad, a magician makes a woman's husband disappear and she spends the rest of her life trying to find him; on her deathbed, she might have to accept that it really was magic and not abduction. 

Each film ends with a pitchman explaining the importance of not getting sidetracked and introducing us to Setapp, which provides access to over 190 creative, productivity and maintenance apps for Macs, iPhones and iPads. According to Oleksandr Kosovan, Setapp CEO and founder, the campaign plays on "how productivity tools provide focus.” 

The campaign is running globally online and on social channels. Droga5 also developed a new brand design for Setapp, which draws upon the visual language of the internet using imagery such as loading bars and pop ups.

Credits

Date
Aug 18, 2020
Client :
Setapp
Agency :
Droga5-London
Chief Creative Officer :
David Kolbusz
Creative Director :
Ed Redgrave
Creative Director :
Dave Wigglesworth
Creative :
Ed Redgrave
Creative :
Dave Wigglesworth
Creative :
Nick Lindo
Creative :
Sebastien Thomas
Lead Designer :
Stephanie McArdle
Senior Designer :
Matteo Alabiso
Studio Director :
Tim Larke
Group Account Director :
Jonny Tennant-Price
Group Account Director :
Sophie Critchley
Account Director :
Callum Raines
Strategy Director :
Tim Whirledge
Producer :
Peter Montgomery
Senior Assistant Producer :
Deborah McCartney
Production Company :
Biscuit Filmworks
Director :
Jeff Low
MD/Exec Producer :
Rupert Reynolds-MacLean
Producer :
Kwok Yau
Production Assistant :
Adam Oyejobi
Production Assistant :
Roma Nesi Pio
Director of Photography :
Kaname Onoyama
Production Designer :
Maruxa Alva
Hair & Make/Up :
Emily Newson
Costume Designer :
Ramona Creanga
Editing Company :
Work Editorial
Editor :
Saam Hodivala
Editor :
Jamie Hodgson
Edit Producer :
Ella Sedwick
Post Production :
Electric Theatre Company
2D Lead :
Ryan Knowles
Colorist :
Luke Morrison
Post Producer :
Jon Purton
Sound House :
750 MPH
Sound Design :
Sam Ashwell
Sound Producer :
Mary-Ann D’Cruz
Music Supervision :
Hywel Evans
Music Composition :
Goldstein Music Ltd

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