Activating Energy: Dropbox at Sundance

Context & Strategy

With 62% of Sundance films made using Dropbox, we needed to move beyond product demonstration to create a meaningful expression of appreciation. The activation needed to speak authentically to filmmakers while maintaining consistency with Dropbox's new brand identity.

We developed a strategy centered on celebrating "independent energy," creating a system that could honor the diverse creative forces driving independent cinema.

Design Process

Our exploration began with the concept of appreciation, focusing on twelve distinct creative energies that drive independent film—from "courageous" to "defiant." We translated these into a typographic system using Sharp Semibold in varying widths, paired with cinematic aspect ratios that served as both visual anchor and industry reference.

The final direction balanced bold typography with interactive elements, creating opportunities for both personal expression and social sharing.

Visual System

The activation centered on a series of silkscreened posters featuring different creative energies, printed in Dropbox's brand colors. We developed an environmental design that invited interaction through a signing wall celebrating "Independent" energy, while custom tote bags extended the identity through wearable design.

Impact

The activation exceeded expectations with 104M impressions and 4.3% social engagement—significantly above Dropbox's benchmark of 1.34%. More importantly, it created an authentic connection with the independent film community while demonstrating the flexibility of Dropbox's brand system.