Dropbox Shifts Its Image From Cloud Storage to Collaborative Sandbox

First ad from 72andSunny debuts today

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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.

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