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.
Story
A (very) short story to launch Story, the world’s first IP blockchain.
Agency: Office of Tal Midyan
Animation: Art Camp
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