Cyrus Summerlin and Max Hellerstein, who previously created the Push for Pizza app (which allowed users to order a pizza with the push of a button), are officially launching their new startup today, Down to Shop.

The app bills itself as both a modern reinvention of QVC and “the funnest way to shop.” It allows users to watch funny videos featuring products that can be purchased directly from the app.

In an email, Hellerstein said the pair created Down to Shop out of dissatisfaction with existing advertising and e-commerce. Summerlin described it as “a hypermedia commerce platform.”

“We’ve created a self-aware, fun and entertaining, interactive environment that gets customers to engage with brands like never before — because they want to,” Summerlin said. “What a concept!”

To do this, Down to Shop says it has recruited a creative team of Upright Citizens Brigade alums and Instagram influencers to star in its shows, which are written, filmed and edited in the startup’s Los Angeles studios. The content is built around four-week seasons, with daily episodes across five shows each season.

Read the full article on TechCrunch.