WeTransfer: Ideas Report 2022
For their fifth annual report, WeTransfer dug into what it means to “make it” in the digital industry. Learn how their 2022 Ideas Report took a critical look into the business of creativity—from demystifying clichés about being a creative to exploring the new values priority for professionals today.
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Describe the brief or inspiration behind your project/campaign. What was your team tasked with?
WeTransfer’s fifth annual Ideas Report, one of the world’s largest studies on the creative workforce, surveyed 6,500 creatives from 180 countries to take a critical look at the business of creativity. The report is packed with data-rich insights, including the perceptions vs realities of the business of creativity and the emerging means and methods of making money. The result was a real, not romantic, look into the state of the industry, opening up more honest conversations about what it can and should take to “make it” in the fast-changing industry.
Walk us through your process. What steps did you take to bring your idea to life?
We surveyed 6,500 creatives from 180 countries via WeTransfer wallpapers on our platform, asking our community directly the reality vs perception of the business of creativity. We then brought this data to our in-house creative studio to turn into a fully-fledged online brand experience. Our creative concept for this was the following: dreams are achieved through a series of choices and sacrifices. To demonstrate the decisions that are made in the pursuit of dreams, our visual direction allows users to make choices about how they read and interpret the data — by toggling, interacting and engaging with the data users are invited to be a part of the experience. We then brought in expert creatives across the spectrum to comment on these trends in the report, sharing how they see these impacting their life and work. They also shared the report on their channels when it launched.
Why was it important for you to solve this challenge? Why now?
We need to reflect the concerns, needs and wishes of our users, who are primarily creative professionals. This is always-on purpose for us as a business and is reflected in everything that we do.
Describe your process for creating award winning B2B work. How is creativity at the center of how you work?
Creativity is in our brand DNA. We exist as a platform for people to share their ideas. So it's only fitting that we reflect that in every experience of our platform. Because our community is predominantly made up of creative professionals, it's a careful balance of appealing to them as business professionals, as well as a creative consumers.
A lot of teams have challenges keeping a campaign idea simple, especially if multiple contributors were involved. How did you ensure that your project remained true to the idea and on brand all the way from brief to launch?
It helps a lot having our own in-house creative studio to work with us on bringing creative ideas to life that represent our brand values. It means we can streamline the process and there is less time spent on us all getting on the same page.