Pia Alive | Art Director & Brand Consultant
(this site is in constant evolution)
PROJECT: WeTransfer Brand Campaign
YEAR: 2024
ROLE: Brand Design Director / Art Director / Concepting
TEAM: WeTransfer Creative Studio
HEADS OF STUDIO: Marc Vermeeren / Keith Butters
CREATIVE DIRECTORS: Tom Bird / Tom Biddulph
GRAPHIC DESIGNERS: Pia Alive / Fin O’Neill /
Terezie Štindlová
MOTION DESIGNERS: Everton Guilherme / Nacho Darras
COPYWRITER: Abbie Robinson
PROJECT MANAGERS: Hannah Mullen / Vera le Blanc / Linsey Ruijter
ANIMATION PARTNER: BUCK
COLLABORATORS: Jessica Walsh / Quinn Wilson / Joshua Kissi / Gabriel Moses
SOUNDTRACK: Suzi Analogue
More
Move it like a Pro
In 2024, WeTransfer’s focus was on their Pro subscription. The campaign redefined what it means to be “pro,” embracing the chaos, humor, and quirks of creative work—from Procrastinating to Prototyping, and everything in between. The Pro words gave the campaign a unique tone of voice, laying the foundation for an honest, down-to-earth, copy-driven approach complemented with our visual elements.
As Brand Design Director at WeTransfer Creative Studio, I led the visual direction within the team, aligning the campaign with our brand and curating elements that resonated deeply with the concept. We built on our core typeface, merging it with custom Pro typography to reflect the diverse personalities of creative professionals, creating a bold and engaging visual language. Our use of abstracted UI elements reinforced brand identity while subtly showcasing product features. Photography played a key role, capturing authentic portraits that resonated with our audience and added depth to the visual storytelling.
Together with our talented in-house team and motion design partner BUCK, we art-directed a campaign that celebrated the mindset of creative professionals. Featuring creatives like Jessica Walsh, Quinn Wilson, Joshua Kissi, and Gabriel Moses, the campaign spanned the WeTransfer site, social media, and paid media, connecting with the creative community through authenticity, wit, and a deep understanding of our world.
A creative solution to having no budget, no time, just an incredible pool of talent (thanks to WeTransfer’s cultural arm WePresent). To launch the ‘Move it Like a Pro’ campaign, we asked a bunch of creatives to raid their own camera rolls to give us a behind-the-curtain look at what it’s like to be a PRO. We gave them a list of words and they sent us back the weird and wonderful moments you see below.
ABOUT
I am an art director and brand consultant with +12 years of experience in the creative field.
Having worked across various disciplines, including fashion, education, technology, arts, architecture and culture, I bring a global perspective, honed by working with international companies and design studios.
Through my practice as a graphic designer, I believe strongly in collaboration, and I value building strong, long-term relationships with colleagues and clients to bring ideas to life.
After spending time abroad in Argentina and the Netherlands, I’m now based in Uruguay, my home country, while continuing to collaborate with clients and creatives from around the world.
At the moment, I’m focused on collaborating with artists, designers, and small local brands to help bring to life their unique identities and voices.
CONTACT
I’m open to working on specific remote projects worldwide, and excited to connect with brands and creatives to build teams for meaningful collaborations.
Email
Instagram
LinkedIn
Press and Publications
Featured in la tina (2023), Graphic Designers in Latin America book from Pupila, Costa Rica.
Featured in Idn Magazine (2015), New Designers, Hong Kong.
Exhibitions
Dispararte (2024) in collaboration with Valentina Leoncini. Video installation. Magma Futura, Uruguay.
FREELANCE PARTNERS
I’ve had the pleasure of partnering with a variety of artists, designers, and independent brands—helping them express their unique identities and voices.
Ay not dead
Camila Ramon
Casiopea
Comedia Nacional
Culto Cafe
Delfina Gue
Fifi Almacen
Fundación Proa
GONE
Het HEM
La Rosa
Lost Fantasy
Margo
Office x Tohme
Oriental Films
Ponce Studio
Ries
Spirit of Sundaze Ensemble
Sofel
Universal
UJI
EXPERIENCE IN DESIGN STUDIOS
As a freelance designer and art director, I’ve had the opportunity to collaborate with several design studios, including NotReal, 4humans, NXTID, and Cresci’s.
I’ve also worked as an in-house creative at:
WeTransfer Creative Studio and WePresent (2023—2024) Brand Design Director. Amsterdam, the Netherlands.
R/GA (2020—2022) Brand Design Director, Brand Transformation team. New York, USA (remote).
Superestudio (2016—2019) Graphic Designer and Art Director. Buenos Aires, Argentina.
Regia Mag (2015—2017) Editorial Designer and Art Director. Buenos Aires, Argentina.
Mandarina C&D (2013—2014) Brand Designer. Buenos Aires, Argentina.
DHNN (2013—2014) Internship / Junior Brand Designer. Buenos Aires, Argentina.
Pantera (2011—2012) Graphic Designer and Art Assistant. Buenos Aires, Argentina.
Between 2018 and 2021, I taught Morphology in the Graphic Design program at Universidad de Buenos Aires, as a Design Professor in Cat. Longinotti. Buenos Aires, Argentina.