The Opportunity

The world of work was evolving, yet traditional norms like the rigid 9 to 5 schedule and the necessity of a physical office remained deeply ingrained. Upwork recognized an opportunity to challenge these outdated ideas and position itself as the definitive platform for modern, flexible work. The challenge was to spark a cultural shift that would redefine how businesses and talent connect in the digital age.

The Idea

We launched a bold, multi-channel campaign that challenged traditional work culture with an undead CEO named Jack declaring the old rules of work dead. Directed by Ivan Zachariáš and developed with Alto, the campaign used humor, music, and sharp storytelling to position Upwork as the go-to destination for modern talent.

The Execution

I led creative development and execution from concept through launch, setting the tone, crafting scripts, and collaborating closely with Alto and Ivan Zachariáš to bring Jack’s character to life in a way that aligned with both brand and cultural intent. I coordinated across internal brand, media, and social teams to ensure unified messaging and rollout. I also oversaw creative content across every channel, making sure each asset reinforced the core message. The campaign drove strong engagement, earned widespread media attention, and delivered a clear lift in brand awareness and new user sign-ups across key markets.