Dropbox’s “Keep Rising” is a visual love letter to creators, freelancers, and small business owners. Through cinematic montages and poetic narration, it champions the idea of building something meaningful—even when the path is tough. It’s not a product demo—it’s a brand anthem designed to stir ambition.
The Formula (That Works at Any Budget):
Cinematic Storytelling = Brand as Emotion
Instead of features or dashboards, the ad focuses on how it feels to build a business. Late nights, early mornings, self-doubt, big dreams.
→ Lesson: Show your audience’s emotional world, not just their technical needs.
Minimal Branding = Maximum Connection
Dropbox appears only subtly, reinforcing the idea that the user—not the product—is the hero of the story.
→ Lesson: When your product is invisible but essential, your brand becomes the enabler of greatness.
Poetic Narration = Elevated Tone
The script plays more like spoken word than sales copy, elevating Dropbox’s brand voice to something inspirational.
→ Lesson: In crowded markets, tone can be a differentiator.
Real Creator Archetypes = Relatable Aspirations
We see dancers, designers, chefs, and coders—all types of creators pushing forward.
→ Lesson: Showcasing real-world personas helps your audience see themselves in your product.
Humor Breakdown:
This one’s not built for laughs—it’s designed to move you. But there’s emotional authenticity in the quiet struggle and optimism in each shot. Think more “motivational indie film” than “tech commercial.”
Final Verdict:
“Keep Rising” positions Dropbox as the silent partner to every modern creator’s journey. It doesn’t shout about features—it whispers belief. The result? A timeless, emotionally resonant ad that builds brand loyalty without ever saying “try now.”
BRAVE-o-meter Score:
B-7 | R-8 | A-7 | V-8 | E-7
BRAVE – 7.4/10
Watch the full ad & learn more:
Website: Dropbox
LinkedIn: Dropbox
