DropboxOverview:Dropbox wanted to reimagine how they engage with new and existing customers and punctuate the inherent value that their product can provide.

With those intentions in mind, we decided to get back to basics: finding the essential truth about Dropbox. Only after taking the time to understand the brand, getting to know its customers, and articulating the experiences they’re both looking for could we create an impactful and memorable platform — and, ultimately, a campaign.

Role: Creative Director

Year: 2021

After extensive research, an insight emerged that would become the foundation of our campaign platform. We found that Dropbox customers — musicians, photographers, marine biologists, personal archivers, and more — have one critical thing in common: they care about their files. Those files might be JPEGs, MOVs, DOCs, RAWs, or PNGs, but they’re also passion projects, innovations, memories, and history worthy of a safe space to live.

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.

To re-engage with our customers, we had to meet them where they were. So, we adopted a multimedia approach: producing outdoor, print and digital activations, connected tv, and social media content across a variety of audience segments and channels. The result is a hyper-local, undeniably human body of work that celebrates Dropbox’s customers, their stories, and their most valuable files.

In partnership with It’s Nice That, Dropbox also created a digital archive, digging deep into The Ulm School of Design’s many masterpieces and explore why it became an industry-defining period of design history. This exclusive digital archive marks a significant moment in bringing the design school’s treasured artifacts to a screen near you.


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