How Upwork Created a Zombie CEO for Its Musical Campaign

Freelancing platform Upwork started out as Elance-oDesk in 2013, but it took a dead CEO to bring the company to the forefront of the talent marketplace economy. The campaign, “This is How We Work Now,” by agency Alto, features a dead-but-resurrected CEO, Jack, who sings to his employees to shake it up and make up new ways of working that involve hiring the best talent from Upwork, rather than sticking to the tired old ways.
In the latest episode of Adweek’s Adnatomy, we spoke with the brand’s executive creative director, Patrick Holly, the agency’s founder and CCO, Hannes Ciatti, and the production team, including acclaimed director Ivan Zacharias, about how the production came together and what it was like working under the hot Portuguese sun while a zombie CEO’s limbs were pulled from his body.
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