• by Larissa Faw , May 9, 2018

Cloud-based file-sharing service WeTransfer has launched its first out-of-home campaign in which it's showcasing how musician Kelela and her team have used the platform, designed for small and mid-sized businesses.

WeTransfer collaborated with Stink Studios on concept and development, worked with Noble People to plan the media buy, and tasked Colossal Media with painting OOH murals.

The creative attempts to illustrate the brand's tagline “You make. We transfer.” by featuring an artist's real creative process.

Each OOH mural will show an email or text message exchange between Kelela and WeTransfer, covering everything from WeTransfer’s initial ask for her involvement in the campaign to getting approvals from her team and a photographer’s participation.  After two weeks, the creative will be replaced by photographs and artwork from Kelela’s 2017 debut album, Take Me Apart.

This OOH campaign — centered in the Bushwick section of Brooklyn, N.Y. — is being activated in conjunction with a broader campaign showcasing artists and creatives, positioning WeTransfer as an essential tool in the creative process.

Stephen Canfield, vice president, marketing, WeTransfer said, "We hand-selected this collection of walls and barricades in Bushwick because it’s a neighborhood with creativity in its roots and one we’re inspired by."