Tom Biddulph - Creative Copywriter 
Info  

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. 

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


IKEA



A selection of perfectly strange strangers tell you which IKEA products can make your everyday life a little bit more sustainable (original concept by Bob Dylan).

Part of the ‘A Better World Starts at Home’ global campaign, promoting a sustainable life at home every day of the week.  

Agency: Anomaly, Creative Partner: Tom Bird, Creative Directors: Afshin Moeini, Christian Poppius, Director Renee Nuijens