Inside WeTransfer's New Ad, and Its Intriguing Approach to Creativity

Plus, we finally figure out how it makes money

Learn how the creator economy is transforming the marketing landscape, and how to cultivate partnerships to grow engaged communities at Social Media Week: The Creatorverse, May 16–18 in NY. Register now to secure your early bird pass.

Maker Mac Premo stars in file transfer site WeTransfer’s latest piece of work, “The Bunt Machine.” In it, we follow Premo as he creates a bunt machine for his baseball-loving daughter—a surprisingly short adventure—before deciding he wants to turn this process into a film production, complete with lots of collaborators.

It’s a tiny masterclass in how an idea is born, then elongated for broader consumption—a triumph of transformable IP! But more than that, it realistically illustrates the role WeTransfer plays in both facilitating global-village creativity while remaining unintrusive and invisible.



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