Droga5 London imagines the outlandish consequences of failing to finish what you started in a global brand campaign for app subscription service Setapp.
The work comprises three comic films that follow the dramatic results of one person getting distracted. In the first spot, a hypnotist gets sidetracked while treating a man with a phobia of snakes. The man, who was hypnotised into thinking he is a snake, stays in that reptilian state for years to come. The next ad starts with a father who is waylaid while playing a game of hide and seek with his son, who is left behind a curtain and forced to hide into his old age. In "Disappearance", a magician makes a man vanish but then gets a phone call and fails to bring him back. The disappeared man’s wife spends the rest of her days searching for him.
Droga5 has also created a new look and feel for Setapp. The design draws on the visual language of the internet, using cues such as loading bars and pop-ups, and features work from artists such as Tyler Spangler, Eva Cremers, Leanne Rule, Alex Tait and Matthew Cooper.
The campaign was created by Ed Redgrave, Dave Wigglesworth, Nick Lindo and Sebastien Thomas, and directed by Jeff Low through Biscuit Filmworks.