Black humour and wonderful lyrics combine in a hilarious two-and-a-half minute musical video by agency, Alto, that feeds on the freelancer trend for the benefit of freelancing platform, Upwork. The spot features a resurrected Jack, a dead boss (now a zombie), to make its point in the most entertaining way possible for a B2B commercial. In This is How We Work Now, Jack, reminds modern business leaders that the old way of working was made up by people who are now deceased. It can be made up again and better for today’s world.
The commercial was directed by Smuggler’s Ivan Zacharias. “What attracted me to this project was that it’s such a ridiculous, over-the-top story, and yet it’s based on a deep human truth,” Zacharias stated. “Honestly, the main reason why I did it is that I love shooting with dead people.”
“We are in the midst of a work awakening, where people around the world are innovating their careers and exploring new ways of working. This is How We Work Now exposes the antiquated rules of work as dead and naturally meets the moment alongside the businesses and professionals redefining work as we know it,” added Melissa Waters, chief marketing officer at Upwork.
The full campaign includes a series of smaller spots, each of which highlights a benefit to business owners of using freelancers.
The campaign will be rounded out in social and digital with ads that amplify the core campaign with phrases like Fire the old way of hiring and Grow talent, not cubicle farms.
Credits
Client: Upwork
Chief Marketing Officer: Melissa Waters
Vice-President, Marketing: Amanda Leach-Rouvi
Executive Creative Director: Patrick Holly
Creative Director: Nick Scarlett
Design Director: Stephanie Munoz
Executive Producer: Bernadette Spear
Senior Brand Marketing Manager: Chanel Jackson
Agency: Alto
Chief Creative Officer & Founder: Hannes Ciatti
Managing Partner: Ed Rogers
Head of Entertainment & Production, Partner: Matt Bonin
Head of Strategy & Partner: Tara Fray
Executive Creative Director: Jason Bagley
Creative Directors: Brock Kirby & Jeff Dryer
Design Director: J Collins
Group Brand Lead: Shannon Coletti
Senior Brand Lead: Ashley Bouldin
Executive Producer: Kim Cross
Head of Digital Production: Amber Wimmer
Director of Art Production: Julia Menassa
Integrated Production Associate: Marvin Cassell
Comms Planning Directors: Josh Chang & Charles Lee
Production Company: Smuggler
Director: Ivan Zacharias
DoP: Jan Velicky
Producer: Nick Landon
Founding Partners: Patrick Milling-Smith & Brian Carmody
Executive Producer: Allison Kunzman
Editors: Filip Malasek & Jim Hutchins
Assistant Editor: Gino Renzulli
Executive Producer: Jane Hutchins @ Hutchco Edit
Colourist: Ondrej Stibingr @ UPP
VFX & Finishing: Parliament
Music: Walker Music
Mix & Sound: Barking Owl
Photo Production Company: 3Star Production
Photographer: Emily Shur
Photo Producer: Natalie Campbell
Wardrobe Styling: Anna Su
Prop Styling: Faeth Gruppe
Hair And Makeup Artist: Erika Parsons
Retouching: Wet Noodles
Digital Production: Wild
Managing Partner, Design Director: Matthias Mentasti
Managing Partner, Technical Director: Thomas Ragger
Executive Producer: Amanda Schultz
