Dropbox Shifts Its Image From Cloud Storage to Collaborative Sandbox

First ad from 72andSunny debuts today

Headshot of Marty Swant

Dropbox—one of the first and most familiar names in cloud storage—is hoping to shed its image as a utility in favor of being seen as an incubator of creativity.

In the tech company's first work from agency 72andSunny and production firm Nexus, we see Dropbox illustrated as a collage of more than 100 real collaborations. Included in the examples are work from scientists at the Imperial College of London, designer Barber & Osgerby, food photographer Yuki Sugiura, data visualist Marcin Ignac and the jelly sculptors at studio Bompas & Parr.

The film was directed by Johnny Kelly, who chose people he'd worked with in the past and others he's admired.

"We wanted to show off Dropbox's most unique feature, which is the freedom to work any way you want, with files, people, locations, etc.," said John Boiler, CEO and founder of 72andSunny. "It's the opposite of a walled-in ecosystem of rules and restrictions. Conceptually we were inspired by the idea of a creative snowball, in that, the more freedom you give people, the more interesting and inspiring the outcomes can and will become."

Dropbox marketing vp Julie Herendeen said it's a way to celebrate the 400 million people who use the company's services and to highlight the ways it's expanded and evolved since being founded in 2008.

"Many people think of Dropbox as a safe home for their most important information, but that's really just the starting point," Herendeen said. "While we began in 2008 as a simple way to access your files on any device, today people and businesses use Dropbox to sync, share, create, and collaborate from anywhere. Dropbox gives them the freedom to work however they want."

The campaign, which launches today and will be rolled out through the month, also will feature other films, out-of-home advertising, radio and social strategies, along with some "brand citizenship efforts" still in the works.

Boiler said it's "just chapter one in a much bigger story."

"This was a really pivotal moment to partner with Dropbox to help tell their story," he said. "As they continue to grow and evolve, we see using this platform of 'creative freedom' to full effect with the goal of activating it and really special and meaningful ways."


Client representatives: Kristen Spilman, Patrick Rowell, Sheila Vashee, Julie Herendeen and Preston Hershorn

Agency: 72andSunny

Chief Creative Officer: Glenn Cole

Group Creative Director: Matt Murphy

Creative Director/Designer: Robert Teague

Creative Director/Writer: Claire Morrisey

Senior Writer: Dave Carlson

Designer: Nick Marx

Senior Film Producer: Angelo Mazzamuto

Senior Film Producer: Perrin Rausch

Film Producer: Emilie Talermo

Group Brand Director: Rhea Curry

Senior Brand Manager: Shannon Reed

Brand Coordinator: Zachary Hill

Business Affairs Director: Kallie Halbach

Senior Business Affairs Manager: Lara Drew

Business Affairs Coordinator: Calli Howard

Business Affairs Coordinator: Michelle Fink

Co-Head of Strategy/Group Strategy Director: Bryan Smith

Strategy Director: Brooke-Lynn Luat

Junior Strategist: Gigi Braybrooks

Film Credits:

Design/Production Company: Nexus Productions

Director: Johnny Kelly

Executive Creative Director: Chris O'Reilly

Senior Producer: Isobel Conroy

Production Manager: Lucy Banks

Production Manager: Thomas Cullen

Studio Director of Photography: Matthew Day

Locations Director of Photography: Matthew Fox

Project Lead: Elliott Kajdan

Project Lead: David Walker

Editor (60): David Slade

Editor (30): Nick Gartner

3-D Animation: Eaton Crous

3-D Animation: Joao Monteiro

2-D Animation: Tom Bunker

2-D Animation: James Hatley

Compositing: Bence Varga

Compositing: Pete Baxter

Postproduction: Time Based Arts

Compositor: Sheldon Gardner

Colorist: Simone Grattarola

Music & Sound Design: Human

Mix: Formosa Group

Mixer: John Bolen

Mixer: Hermann Thurmann

Executive Producer: Lauren Cascio

Assistant: Jeff King

@martyswant martin.swant@adweek.com Marty Swant is a former technology staff writer for Adweek.