- Client:
- Clapit
- Services:
- Brand Video
Context & ChallengeClapit has a very simple but powerful idea at heart: to create a true content democracy. By ‘clapping’ any content via the phone’s share tool, the most clapped items rise to the top. In addition, it promotes exclusively positive engagement through applauds, ‘reaction selfies’ and ‘selfi-moticons’. Launching into the bustling market of app developments, the app required a 30-second brand video with an emphasis on creating excitement and curiosity about the app and its possibilities.
Context & ChallengeClapit has a very simple but powerful idea at heart: to create a true content democracy. By ‘clapping’ any content via the phone’s share tool, the most clapped items rise to the top. In addition, it promotes exclusively positive engagement through applauds, ‘reaction selfies’ and ‘selfi-moticons’. Launching into the bustling market of app developments, the app required a 30-second brand video with an emphasis on creating excitement and curiosity about the app and its possibilities.
A Bold StatementThe concept resulted in a highly graphic video that sets the context of the app and speaks to its audiences. The contents include pop culture and popular social media references and incorporate trending themes from a wide range of online communities, as well as more unexpected themes. The iconic key visuals doubled up as stand-alone marketing visuals, for an integrated promotion.
Metaphorically SpeakingThe motif of clapping is used across visual and sound as a brand reinforcement and as a metaphor for sharing, collaboration, and online community building. The ‘Clapit space’ is represented by colour spaces – from ideas entering the space to ideas being shared across multiple users. The video builds up towards a visual crescendo that reflects the exciting and unexpected outcomes of ultimate collaboration within the Clapit community.
A Bold StatementThe concept resulted in a highly graphic video that sets the context of the app and speaks to its audiences. The contents include pop culture and popular social media references and incorporate trending themes from a wide range of online communities, as well as more unexpected themes. The iconic key visuals doubled up as stand-alone marketing visuals, for an integrated promotion.
Metaphorically SpeakingThe motif of clapping is used across visual and sound as a brand reinforcement and as a metaphor for sharing, collaboration, and online community building. The ‘Clapit space’ is represented by colour spaces – from ideas entering the space to ideas being shared across multiple users. The video builds up towards a visual crescendo that reflects the exciting and unexpected outcomes of ultimate collaboration within the Clapit community.
Collaborators
Director — Versus MediaVideo Production — Versus Media
Award
Graphis Awards 2017 — Platinum
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