Welcome to the first episode of Beyond the Creative! In each episode, we'll be reverse-engineering and dissecting video ads from around the world to go beyond the creative and dive into what core marketing principles are at play.

This is where we'll be exposing the daily conversations we have about campaigns we think are interesting, insightful or different. But this isn’t just about us giving our opinions — each episode we’ll ground those opinions against creative principles that we use every day.

So, if you’re curious about marketing as a service, behavioural design and the importance of audience insights, you’re in great company.

This is Beyond the Creative, our way of learning, growing and ultimately fuelling our never-ending quest for delivering powerful creative that changes what people think, feel and do. 

Today, we're breaking down two disruptive video ads from WeTransfer and (yep, you guessed it) Coinbase. Couldn't resist talking about that bouncing QR code.  

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Hosted by Jonathan English and Chomoi Picho-Owiny
Produced by Nicole Driver and Emily Malone
Graphics and Animation by Sean Lee
Edited by Jon Raitt
www.skeletonproductions.com