Tickle was designed to tackle a very specific problem: awkward social situations. Using the phone’s accelerometer, Tickle helps you get out of any situation.
The app uses the iPhone’s accelerometer to detect when it’s touched a certain way. Once this happens, the phone generates a phantom phone call, allowing the user to gracefully exit whatever awkward situation they found themselves in.
The video conveys the app’s somewhat esoteric purpose, clearly and concisely. A centered shot was chosen to be paired with a very direct and efficient script. The app’s purpose is presented by a straight-laced narrator, relying on the universality of the problem to command the attention of the audience.
Tickle was written and executed over a period of seven days by a crew of two. One location allowed for a very quick shoot, and a relatively small amount of motion graphics made for a swift postproduction. The video was shot on the Canon C300 using Angenieux zoom lenses.
A minisite was prepared as well to accompany the app’s launch. Full logo, branding, and app UI included. Tickle was expected to be released in the App Store following the release of the video, but technical issues caused unforeseen delays.
The release of the Tickle video caused widespread confusion and delight. It was covered well in the press, with some outlets thinking it was real, and others suspecting something mischievous afoot. The waiting list for the app continues to grow, and now has well over 15,000 signed up. More on ProductHunt.