Project: Dropbox Capture, spec project
Challenge: Inform users of a new product and its features and benefits, establish name dominance of the digital business comms space.
Solution: This ad invents a new term for common usage (like Kleenex, Xerox, or Google, etc.) to at once package the product feature set as a unique offering, make it seem familiar, and assert name dominance in the space. A dictionary definition is provided that both describes the features and their benefit.
The product’s benefit is then reinforced using the common, 'This meeting could have been an email' trope - the implication being that the product will reduce costly and inefficient meetings, increase productivity, and reduce workplace boredom.
Design Notes: Stock image © Dreamstime. Inset image, logo © Dropbox.
![](https://cdn.myportfolio.com/ae69e4567068fffc6a1ba71baffaa498/7839c62c-a92b-4a6b-a552-fc3dddfb07b4_rw_1920.png?h=37734bda877821fd9b855fec93608e44)