The problem: Nobody knew what Dash was.

Dash was frequently confused as a Dropbox feature, not a standalone product. Performance marketing was hitting a wall. You can't convert demand that doesn't exist. The brief: build awareness from scratch, and reposition Dropbox as an AI-powered company in the process.

We led with story, not product.

The campaign was built around what we called Brand Love Stories: narrative films featuring real customers whose creative work lives inside Dropbox. Musicians, fashion designers, a ski resort creative director, an F1 marketing team. Each film told a human story first, with Dash finding a natural place in it.

The subjects: Death Cab for Cutie. The McLaren F1 marketing team. Sally LaPointe Fashion. Powder Mountain.

Living as :30 heroes and :06 cutdowns across paid and social, each film celebrated a maker's unique process, and showed how the right tool helps you cut through the clutter so the real work can happen.

We moved the needle.

+6pt Dash aided awareness lift, exceeding goal

1.09B impressions in H2

95% lower cost per trial among brand-exposed vs. cold audiences

+15pt shift in AI and trustworthy perception among exposed audiences

I was the Writing Director for the Dropbox Brand Studio team, and we partnered with ECD Josh Paialii, director Tim Wheeler, and Farm League to make this work come to life.