DropboxOverview:All of Dropbox's users, whether musicians, photographers, marine biologists, personal archivists, or others, share a common thread: they deeply value their files. These files aren't just JPEGs, MOVs, DOCs, RAWs, or PNGs; they represent passion projects, innovations, memories, and history. They deserve a secure space to exist.

This insight forms the cornerstone of our campaign platform, "For All Things Worth Saving," which aims to spotlight and celebrate the human stories behind our digital files. It's more than just a tagline or a temporary campaign; it's a lasting brand philosophy and conviction that will shape and inform marketing and communications throughout the entire Dropbox brand experience.


Role: Creative Director
Client: 
Dropbox
Agency:
Instrument

Year: 2021







Our first campaign, “For All Things Worth Saving,” focuses on file storage, but seeks out the humanity in it — emphasizing the emotional value of our digital files and artifacts. It centers around eight customers – including artists like like Chaz from Toro y Moi, to businesses like Creativity Explored and the USA Bobsled team, and personal archivers like Dominique King and Brian Freeman.


Rather than focussing on their experiences with the product, our stories found their center in their most important files and folders. When you ask someone to share their life stories, oftentimes you get the big milestones, but these files seem to serve as little time capsules for the finer, more nuanced details.

That approach to storytelling was freeing for us. Rather than chasing celebrity endorsement, we were able to focus entirely on finding the stories that we felt were worth telling.







FIN

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Portland, Oregon USA.