WeTransfer
Move it like a Pro
2024
Commercial work
Move it like a Pro
2024
Commercial work
A campaign that makes upgrading to WeTransfer Pro make sense to even the least professional professional.
WeTransfer, the file-sharing giant, had a problem: they had a shit-tonne of users (about 80-million), yet less than 1% paid for a Pro account.
But speaking to the entire creative industry ain't easy. Designers, photographers, filmmakers, location scouts, casting reps, production managers and everything in between are all very different people. Very different types of professionals.
So we locked onto that word – ‘pro’ – made a bazillion iterations, one for everyone (not quite 80-million, but a lot) then bounced it around the English language like a beach ball, which gave us the flexibility talk to every kind of creative pro – not only the proper professional ones.
We also asked the likes of Gabriel Moses, Joshua Kissi, Jessica Walsh and Quinn Wilson if they see themselves as pro’s, and got them to share glimpses of the creative process lurking in their camera-roll.
The campaign played out across Instagram, WePresent and the WeTransfer homepage.
Creative Directors ︎︎︎ Tom Bird & Tom Biddulph
Head of Studio ︎︎︎ Marc Vermeeren, Keith Butter
Design Director ︎︎︎ Pia Vivo
Art Direction ︎︎︎ Pia Vivo, Fin O’Neill, Tom Bird
Copywriter ︎︎︎ Tom Bird, Tom Biddulph, Abbie Robinson
Motion Design ︎︎︎ Everton Guilherme, Nacho Darras
Graphic Design ︎︎︎ Nathan Hoang, Terezie Štindlová
Project Manager ︎︎︎ Hannah Mullen
Producer ︎︎︎ Vera le Blanc, Linsey Ruijter
Animation Partner ︎︎︎ BUCK
Music ︎︎︎ Suzi Analog (licenced via WARP)
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WeTransfer, the file-sharing giant, had a problem: they had a shit-tonne of users (about 80-million), yet less than 1% paid for a Pro account.
But speaking to the entire creative industry ain't easy. Designers, photographers, filmmakers, location scouts, casting reps, production managers and everything in between are all very different people. Very different types of professionals.
So we locked onto that word – ‘pro’ – made a bazillion iterations, one for everyone (not quite 80-million, but a lot) then bounced it around the English language like a beach ball, which gave us the flexibility talk to every kind of creative pro – not only the proper professional ones.
We also asked the likes of Gabriel Moses, Joshua Kissi, Jessica Walsh and Quinn Wilson if they see themselves as pro’s, and got them to share glimpses of the creative process lurking in their camera-roll.
The campaign played out across Instagram, WePresent and the WeTransfer homepage.
Creative Directors ︎︎︎ Tom Bird & Tom Biddulph
Head of Studio ︎︎︎ Marc Vermeeren, Keith Butter
Design Director ︎︎︎ Pia Vivo
Art Direction ︎︎︎ Pia Vivo, Fin O’Neill, Tom Bird
Copywriter ︎︎︎ Tom Bird, Tom Biddulph, Abbie Robinson
Motion Design ︎︎︎ Everton Guilherme, Nacho Darras
Graphic Design ︎︎︎ Nathan Hoang, Terezie Štindlová
Project Manager ︎︎︎ Hannah Mullen
Producer ︎︎︎ Vera le Blanc, Linsey Ruijter
Animation Partner ︎︎︎ BUCK
Music ︎︎︎ Suzi Analog (licenced via WARP)