Amid uncertain times, WeTransfer encourages us to doubt everything

Brand campaign from Preacher issues a call to the creative community

Published On
Sep 22, 2020

Editor's Pick

The times, as everyone keeps telling us, are unprecedented. But in a new brand campaign from WeTransfer, the company issues a call to the creative community to use this moment of doubt to double up on creativity. 

The spot, created via Preacher and directed by Biscuit's Daniel Warwick, stars up-and-coming actor Adwoa Akoto. She starts off telling us that Machu Picchu recently received a one-star online review. She goes on to pose further questions about other works of art including Van Gogh's "Starry Night" and ask whether we should question everything (Answer: Yes).

The tagline is "Doubt. Create. Repeat," and the spot showcases WeTransfer's product portfolio, highlighting collaborative presentation tool Paste, sketching app Paper and "inspiration gathering" app Collect. 

"Nothing is more important and central to the creative process than the question of, ‘is there a better way to do this?’” said Damian Bradfield, chief creative officer and president of WeTransfer in a statement. “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.”

The ad was filmed in Romania, with a remote crew, and the production faced a series of challenges under COVID conditions, according to Zach Watkins and Marcus Brown, creative directors at Preacher. "No one from the agency went. The question was, would the director be able to get there from Portugal? Would the DP be able to get there from Iceland? Would our talent be able to get there from London? Would borders shut down? Would Covid tests be passed? Would the local artist in Cluj be able to paint a replica of 'Starry Night' that actually looked like 'Starry Night'?"

Media, handled via Noble People, includes a 30-second spot on Hulu, as well as takeovers across creative communities, including music and film sub-reddits on Reddit, and sites like Genius, HypeBeast, HighSnobiety, Vice, and Soundcloud.



Sep 22, 2020
Client :
Agency :
Chief Creative Officer :
Damian Bradfield
Executive Creative Director :
Nessim Higson
Senior Director of Marketing :
Julia Shapiro
Director of Digital Marketing :
Faye Ehrich
Brand Marketing Manager :
Megan Falcon
Brand Marketing Manager :
Patrick Moore
Chief Creative Officer :
Rob Baird
Chief Executive Officer :
Krystle Loyland
Chief Strategy Officer :
Seth Gaffney
Creative Director :
Marcus Brown
Creative Director :
Zach Watkins
Brand Director :
Stephanie Smith
Junior Brand Manager :
Madison Goldston
Senior Copywriter :
Chris Vandersall
Senior Art Director :
Elliot Eliash
Senior Art Director :
J.J. Kraft
Designer :
Thomas Sullivan
Strategy Director :
Marika Wiggan
Senior Strategist :
Paola Ortega
Senior Strategist :
Stephen Maroda
Executive Producer :
Stacey Higgins
Senior Producer :
Rachel Kichler
Business Affairs Associate :
Abbi Press
Business Affairs Associate :
Miiko Martin
Production Company :
Biscuit Filmworks
Partner/Managing Director :
Shawn Lacy
Executive Producer :
Andrew Travelstead
Director :
Daniel Warwick
Line Producer :
Jakob Rühle
DP :
Ottar Gudnason
Production Designer :
Florentina Schmid
Casting :
Edit House :
Executive Producer :
Lauren Bleiweiss
Producer :
Amanda Ornelas
Executive Producer :
Lauren Bleiweiss
Producer :
Amanda Ornelas
Editor :
Andy Mcgraw
Assistant Editor :
Roy Herbert
Finish & Animation :
The Mill
Executive Producer :
Peter Hullinger
Producer :
Rachel Burke
Creative Director :
Ergin Kuke
Designer :
Tetsuro Mise
Designer :
Wendy Eduarte Briceno
2D Lead :
Sal Wilson
2D Artist :
Heidi Anderson
2D Artist :
Alex Koester
2D Artist :
Matthew Dobrez
Colorist :
James Bamford
Color Assist :
Megan Lee
Color Assist :
Rory Leighton
Color Assist :
Cassie Benedict
Music Supervisor :
Good Ear Music Supervision
Mix :
Sound Mixer :
Dusty Albertz
Producer :
Francess Tom-Sahr
Media Agency :
Noble People

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