Extra
Branding + Launch Campaign
Five strangers, one city, and an inbox that finally works for them instead of at them.
about
Extra was building a new kind of email app and needed a launch film that wasn't a product demo. We built a persona film: a mother handling a chaotic school morning, a college student in full safari-guide uniform getting the offer letter mid-tour, a man alone in a kayak learning his student loans are paid. Each vignette runs on one notification and one reaction.
Email is the only thing all five of these people have in common, and that showing the product as relief rather than feature is the whole sell. Shot across multiple SF locations with a bus-stop bench opener and closer that brackets the entire cast in a single frame, so the film lands on the idea that this is everybody's problem and everybody's fix.
5 million views across platforms
deliverables
Hero spot
Persona cutdowns for paid social
Product UI inserts
JACObson + niswender
menu
close