Doubt everything – unless you’re happy with the way things are today. Then create and repeat. This bold call to action is by WeTransfer (or more accurately, its leads creative agency, Peacher)
It’s contained in the company’s global campaign – which calls on everyone creative to use doubt as the “fuel to propel new ideas forward”.
“Nothing is more important and central to the creative process than the question of, ‘is there a better way to do this?’,” stated Damian Bradfield, chief creative officer and president of WeTransfer. “Historically, some of our greatest artistic achievements are born out of conflict or revolution that’s reached critical mass. Conflict and struggle draw remarkable creativity in us that connects, inspires, and soothes. That’s the time we’re living through right now, and we wanted to capture that sentiment in this spot.”
“It’s no secret that the world is currently plagued by doubt,” added Julia Shapiro, senior director of marketing at WeTransfer. “But as creatives, we understand the important role doubt can play in the creative process. Questioning an idea helps make it better. This campaign is a rallying cry for our community to lean into those feelings of uncertainty, put them to action, and find ways to improve themselves, and the world.”
Amping up the power of the campaign is film is the vibrant personality of British actress, Adwoa Akoto, and some striking (startling, even) visual moments – such as when she bursts through Van Gogh’s Starry Night.
https://youtu.be/Gfr5IJaP3SY
The new approach has its foundation in a survey conducted by WeTransfer of 30,000 creative professionals for its upcoming Ideas Report, which explored the nuances of creativity and inspiration right now. “Overwhelmingly, WeTransfer found that ‘feelings of doubt and concern about the future’ are higher than normal, yet nearly half of respondents have felt a surge of creative ideas in tandem,” the company reported.
Accompanying the campaign is a new brand identity with new icons designed by Mackey Saturday (whose work includes logos for Instagram, Oculus and Luxe.)
“A decade ago we started WeTransfer and over time created a few very simple tools to help keep you in your creative flow. We get it. Doubt can be a major distraction, so everything else shouldn’t be,” Bradfield added. “This campaign underscores our belief that ideas have the power to do good in the world — and we could use some of that right now.”
Credits
Creative Agency: Preacher
Founders: Krystle Loyland, Seth Gaffney & Rob Baird
Creative Directors: Marcus Brown & Zach Watkins
Strategy Director: Marika Wiggan
Brand Director: Stephanie Smith
Senior Producer: Rachel Kichler
Senior Art Directors: Elliot Eliash & J.J. Kraft
Senior Copywriter: Chris Vandersall
Production Company: Biscuit Filmworks
Director: Daniel Warwick
Line Producer: Jakob Rühle
DoP: Ottar Gudnason
Editing: Andy McGraw @ Cartel
Mix: Dusty Albertz @ TBD Post
Finish & Animation: The Mill
Media Agency: Noble People
Client: WeTransfer
Chief Creative Officer: Damian Bradfield
