On January 24, Grammy-winning rap mogul and big spender 2 Chainz dropped a new track and music video. Within days, it was the #1 trending hip-hop track and video in the USA on YouTube’s Vevo. It was also the most elaborate product demo in history. Introducing “Expensify This,” the world’s first music video you can expense. Expensify is a game-changing app that lets you do your expenses by simply snapping a photo of a receipt.

To demonstrate that, we created an original track and interactive music video with 2 Chainz, integrating half-a-million dollars’ worth of receipts, and so got people experiencing the Expensify app. While 2 Chainz lived the life of a baller, viewers could snap a photo of the receipts for all the lavish items that appeared in the video, to get reimbursed actual cash—which is exactly how the app works in real life.

Atlanta’s king of hip-hop, 2 Chainz, is known as a big spender, thanks to his Vice TV show Most Expensivest, and his music is full of references to his baller lifestyle. We timed our campaign with the launch of 2 Chainz’s new album, to leverage that surrounding hype. We created a writers’ room with 2 Chainz and several Saturday Night Live Emmy-winning (for Outstanding Music and Lyrics) writers. We also collaborated with renowned music producer Mustard, known for his work with Nicki Minaj, Travis Scott and Jay-Z, to create an original track. Culturally, there was a negative reaction to Maroon 5 (a non-Atlanta-based artist) being selected to perform at the Super Bowl halftime show—but we got favorable press for partnering with a real Atlanta hip-hop artist. Deep collaboration with Expensify’s engineering department, to hard-code a new release of the Expensify app, was also required.

It was important to create a world that felt authentic to 2 Chainz’s image, so it would feel like a legit 2 Chainz music video. Production design was integral to the execution, due to the fact that the entire song was about the lavish items he buys. Because viewers could expense the receipts on those items, it was important that items caught viewers’ attention and were made beautifully and practically. Every item in the music video was crafted in conjunction with the song lyrics. The inspiration was to create an idea of luxury that was anything but the cliché Hip Hop world. If you had all the money in the world and could do anything, what would that be? An Ice Sports Car powered by a seafood tower; gold food; a teleportation machine; cladding your mother’s house in pink designer leather...That is the life of a baller.