Find Yours by And Company
Webtoon is the world's largest digital comics platform with more than 10 million daily readers. It gives comic book fans and artists an intuitive platform to create, publish, and share original comics. Users can access thousands of stories in any genre from a range of artists -- anytime, anywhere, and for free on iOS and Android.
Webtoon tasked And Company to create a 360 campaign geared towards expanding the Korean brand’s presence in the US market, generating buzz around the service for new and existing users alike.
And Company conceived the campaign around the slogan, 'Find Yours,' focusing on Webtoon's powerful storytelling tools for creators, while celebrating the diverse, large-scale community it fosters.
The "Find Yours" anthem is the centerpiece of the campaign. Directed by Matt Hoffman of HB Films, the cinematic spot captures the premium quality of Webtoon – and the transportive experience it offers. The action kicks off with a young woman’s idea on a sketchpad before morphing into a surreal comic book world, as a web of viewers is drawn into her story via the Webtoon mobile app.
And Company cast dancers as the Webtoon users floating into the comics world, achieved through a combination of in-camera effects and VFX. Director Matt Hoffman and DP David G. Wilson shot the performers on a green screen with the Bolt camera, which is designed to move at ultra-high speeds. Electric Theatre Collective was brought on to help create the dreamy mind-bending worlds, with road trip-inspired music composed by Beacon Street to underscore the psychedelic journey.
And Company integrated the creative from the spot and photoshoot with Webtoon's brand identity to deliver a cohesive campaign for print, OOH, digital, and social. This included evolving the branding with a 3D logo reveal for the campaign.
Agency: And Company