WeTransfer, the cloud-based file transfer service, has appointed DJ and music producer Gilles Peterson as its creative director to develop the service’s relationship with the global creative community.
Peterson will work across the brand’s marketing and editorial projects and shape its creative strategy alongside chief marketing officer Damian Bradfield.
His role will include curating live events, directing film projects and creating new music partnerships and content.
Gilles Peterson said: “It’s an honour to be working with such a talented group of people who value originality and creativity as highly as I do. Talking about the music that I love in Cannes alongside such highly respected guest speakers was the perfect way to begin my relationship with WeTransfer.”
For his first project with WeTransfer, Gilles will draw on his experiences of working in Cuba to develop a series of short documentary films. Ahead of Cuba’s imminent digital transition, Gilles will explore how Cuban creatives have worked in the absence of the internet and limited access to technology.
WeTransfer chief marketing officer, Damian Bradfield said: “Every brand today is talking about being authentic – you can’t get more authentic than Gilles. He’s been curating contemporary music for as long as the tech industry can remember, with the energy and enthusiasm for new music of a 20-year-old”.
Portrait and fashion photographer Rankin will also be working closely with the brand over the next three months, creating a series of images exclusively for WeTransfer and its users, kicking off with a series of photographs from Cannes for a project, ‘The Real Cannes’.
The images that Rankin shot in Cannes will appear as WeTransfer wallpapers throughout June and July, and are exclusively available for WeTransfer users to download and share. Rankin will continue to capture and share images from his wider portfolio of work on WeTransfer’s ‘This Works’ blog.
Damian Bradfield commented “Working with Rankin is truly exciting, as it will enable us to present Cannes in a way that people have never seen before. Access to his incredible work and creative mind will ignite new conversations and discoveries through both our homepage and our ‘This Works’ editorial channel.”