You will be redirected back to your article in seconds

Universal Teams With Giphy on ‘Straight Outta Compton’ GIFs

After going viral with its “Straight Outta Somewhere” meme on social media, Universal Pictures is hoping to strike lightning again ahead of Friday’s release of “Straight Outta Compton.”

The studio has teamed with Giphy on six customized N.W.A-themed GIFs released Aug. 12 to help spread awareness of the music biopic.

While the “Straight Outta Somewhere” meme got fans getting creative on Instagram and Twitter, Giphy COO Adam Leibsohn believes the GIFs will appeal to millennials on a different set of digital platforms.

“By putting content through Giphy, you have a better shot at reaching the most hard-to-reach audiences on the planet,” said Leibsohn. “You can’t buy an ad inside of Facebook Messenger. You can’t buy an ad inside all of the photo editing tools that we integrate into.”

Giphy provides a search engine that contains a vast library of short, silent videos that play in a continuous loop, known as GIFs — many of them draw on the intellectual property of popular movies and TV shows licensed by the company. Among a myriad of messaging platforms where Giphy is available are Facebook Messenger, iMessage and Kik.

Straight Outta Compton” is not the first studio project to utilize GIFs in social media. The inhouse team of artists, named the Studio at Giphy, has also generated GIFs for the Tony Awards, “Teminator: Genysis,” “A Million Ways to Die in the West” and “Game of Thrones.”

Giphy artistic director Dani Newman said that she worked with Universal to showcase all of the different artists and styles at their disposal.

“In general, the way that we tend to work with people is giving them a taste of the specific styles of GIF artists that we have on the site,” said Newman. “Universal was so cool and open-minded about the direction that we got a ton of different types of content back.”

Ultimately, Giphy commissioned six GIF artists to make the original creations. Artist Hateplow made the below GIF, which shows accessories appearing and disappearing that are most notably associated with the the iconic West Coast rap group.


Another GIF artist, Bad Codec, described his GIF as a repurposing of N.W.A’s debut studio album. “This is my remix of the classic ‘Straight Outta Compton’ album cover. Now N.W.A are knockin’ GIFs out the box, daily, yo weekly, monthly and yearly until them Internet nerds see clearly.”


Leibsohn said there are more partnerships within the film industry for Giphy. An announcement about its new marketing tools will be made in the coming weeks.

Check out GIF art from the remaining Giphy artists below.

Douglas Schatz


Penelope Gazin




Clay Rodery



More Digital


    'The Umbrella Academy' Superheroes Series Premiere Date Set on Netflix

    The dysfunctional-family superheroes of “The Umbrella Academy” are landing on Netflix worldwide on Feb. 15, 2019. The live-action series is based on the “Umbrella Academy” comic books created and written by Gerard Way and illustrated by Gabriel Bá, published by Dark Horse Comics. The Netflix original series comprises 10 one-hour episodes. “The Umbrella Academy” stars [...]

  • ATF: Hooq Adds Trio of Original

    ATF: Hooq Adds Trio of Original Series, Partnership With Vice Media

    Asian video-on-demand service, Hooq has unveiled three Indonesian-made original series, and a partnership with online content group Vice. The new shows range from a talk show “TL;DR” that will be co-produced with Vice, to a full-length series, “Check Out The Store Next Door” (“Cek Toko Sebelah the Series”) and a short form series. The partnership [...]

  • ATF: Indian Streamer Eros Now Launches

    ATF: Indian Streamer Eros Now Launches 'Flesh' as Original Series

    Eros Now, the video streaming arm of Indian film production and distribution giant Eros International, has begun production of an original web TV series. Its human trafficking drama “Flesh” will air in early 2019. “Flesh” stars Swara Bhaskar (“Raanjhanaa,” “Veera Di Wedding”) as a belligerent female cop who takes matters into her own hands in [...]

  • Avengers End Game Trailer

    'Avengers: Endgame' Trailer Smashes 24-Hour Video Views Record

    With the Marvel fandom’s anticipation leading up to “Avengers: Endgame,” it’s no surprise that the trailer drop set a new record for most views in its first 24 hours. The “Avengers: Endgame” trailer was viewed 289 million times in its first 24 hours, after it was released around 5 a.m. PT Friday, according to Marvel [...]

  • Fandor Logo

    Fandor Lays Off Staff, Sells Assets of Indie-Film Streaming Service (EXCLUSIVE)

    Fandor, the independent-film streaming service, has laid off nearly all of its employees and has sold its assets, Variety has learned. Reached for comment, Fandor CEO/chairman Chris Kelly sent a statement in which he said Fandor has a deal in place that will let a “new entity” continue to operate the service. He declined to [...]

  • ESL And Oculus Partner For VR

    ESL And Oculus Partner For VR Charity Challenge Game Show

    Esports company ESL is teaming up with Oculus for the Change the Game VR Charity Challenge (VRCC), it announced on Friday. Two teams of influencers will compete for a $100,000 prize during the event. Each will represent one of two gaming charities — Stack Up or Take This. Stack Up is a nonprofit that works [...]

More From Our Brands

Access exclusive content