WeTransfer ‘Move It Like A Pro’
In 2024, WeTransfer’s focus was on their Pro subscription. We realised that being a PRO is more than just being PROfessional; it's also a little bit of PROcrastinating, some PROtotyping, shouting PROfanities and sometimes eating PROsciutto. Out of that insight we developed the ‘Move It Like A Pro’ campaign, one that could celebrate the highs, commiserate the lows and acknowledge all the weird bits in between. The PRO____ words gave the campaign a very unique tone of voice and laid the foundation for an honest, down-to earth, copy-driven campaign that lived on the WeTransfer site, social and paid media.
Heads of Studio: Marc Vermeeren, Keith Butters
Art Director: Tom Bird
Designers: Pia Vivo, Fin O’Neil
Motion designers: Everton Guilherme, Nacho Darras
Project managers: Hannah Mullen, Vera le Blanc
Copywriter: Abbie Robinson
Animation partner: BUCK
WeTransfer Talent
A creative solution to having no budget, no time, just an incredible pool of talent (thanks to WeTransfer’s cultural arm WePresent). To launch the ‘Move it Like a Pro’ campaign, we asked a bunch of creatives to raid their own camera rolls to give us a behind-the-curtain look at what it’s like to be a PRO. We gave them a list of words and they sent us back the weird and wonderful moments you see above.
WeTransfer PROduct
A key part of the campaign was to PROmote the specific features that PRO users can take advantage of. So I gave myself the PROfoundly challenging task of using a PRO word in every line of everything we wrote. The resulting scripts had a ton of character, especially after being brought to life by BUCK. Above is a selection of my favourites.
One Way or Another
Commissioned to produce a piece of work for three UK light festivals and asked to give my interpretation of road signs. Looking through the entire collection of UK signs, they started to read like a nonsensical instructional text; this inspired the idea to write a very short poem split across five lampposts, using existing signs as a base and modifying them as little as possible. The backlit/reflective signs were manufactured by Ark Lighting who also supply councils across the North of England. Exhibited as part of the 2022 Blackpool, Lancaster and Wigan light festivals.
Don’t give up
On future generations
Work together, keep the faith
One way or another, hazards overhead can be overcome
You can’t stop hope
Adidas
Copywriting and creative for Valentines Day 2021, a day of celebration of all types of love.
Agency: Studio A, Art Director: Sam Mackrill, Producers: Lauren Kilby, Galini Zachou, CD: Paul Mann