SUPER HERO CONFIDENCE
Are you so confident in your online mortgage process that you could do it while walking through a battle? Quicken Loans was looking to increase consideration among young aspiring homeowners and secured the perfect brand partnership in Marvel Studios’ Avengers: Infinity War. There was just one obstacle: the Avengers could in no way endorse the Rocket Mortgage product. In response, Art Machine concepted a campaign that didn’t just tie Avengers to their product, but emotionally connected every Rocket Mortgage user’s feeling of confidence to the unique feeling of being a super hero.
Art Machine wrote, creative-directed and produced a co-branded TV spot to kick off the campaign. The commercial told the story of Tina, a Rocket Mortgage user so confident in her online mortgage process that she could get a mortgage while caught in the cross-hairs of evil Thanos, as he rained hellfire down on the Avengers.
STILL AND ANIMATED DISPLAY ADS
We built two different looks for a digital campaign featuring our super confident Rocket Mortgage user and the Avengers. Each mirrored different moments in our TV spot. For animated ads, we incorporated that TV content.
Art Machine produced a series of cinemagraphs, carousels, memes, GIFs, loop videos and interactive social ads, leading to 26 million social impressions in the first week.
How confident are you when walking through a Marvel Avenger’s battle? In this second spot, we parodied a movie trailer review spot, letting our protagonist Tina be in on the joke.
Below is a behind-the-scenes look at the campaign, showing the process from concept to VFX and all the way through to the final spot.
For content on Quicken’s site, we flipped the script and showcased an alternate point of view on the spot – the inner monologue of Tina, our confident protagonist, proceeding with her mortgage process as though the world isn’t crashing down all around her.