In this new campaign from award-winning ad agency Duncan Channon, Upwork playfully raises its hand to offer freelance help to time- or resource-strapped pop culture figures, business icons, institutions and political leaders. The integrated campaign includes OOH and animated digital videos produced with Gentleman Scholar (GS), radio, and also station takeovers in travel hubs across America.
"As a creative studio, we have a tendency to ebb and flow with every project we work on, so our familiarity with the freelance world made partnering with Duncan Channon and Upwork on this campaign an exciting opportunity for us," said Will Johnson, co-founder and creative director at GS.
"We poured ourselves into bringing each visual to life and allowed the tongue-in-cheek messaging of the scripts to influence our explorations of fun and engaging worlds, and catch the attention of hiring managers and leaders who need talent in a real and relatable way,” adds GS art director Macauley Johnson.
SPW Credits
Project Name: Upwork Hey World Campaign "Hey Mr. President," "Hey NASA," "Hey George R.R. Martin," "Hey Equifax," "Hey The Rock," "Hey Elon Musk," "Hey Amazon," "Hey Comic Sans User," and "Hey Blockbuster" Running Times: 8 x :16 Debut Date: Jan. 15, 2018
Client: Upwork SVP, Marketing: Rich Pearson VP, Communications and Brand: Shoshana Deutschkron Director, Brand Marketing: Kevin Bechtel Executive Creative Director: Jonathan Cofer Senior Interaction Designer: Matt White
Agency: Duncan Channon Director of Strategy: Andy Berkenfield Director of Account Management: Jamie Katz Account Supervisor: Nick Gustafson Account Manager: Sydney McComas Creative Directors: Parker Channon, Michael Lemme Copywriter: Amanda Burger Senior Art Directors: Colleen Horne, Jessica Wyatt Senior Broadcast Producer: Keenan Hemje Senior Art Buyer and Print Producer: Renee Jean Senior Digital Producer: Eric Kozak Studio Designer: Scott Whipple Associate Producer: Emily Sarale Director of Communications Planning: Leslie Diard Associate Communications Planning Director: Jason Tatterson Communications Planning Supervisor: Kurt Garvey Communications Planning Associate: Caitlin Herrforth
Design and Animation: Gentleman Scholar Creative Directors: William Campbell & Will Johnson Executive Producer: Jo Arghiris Head of Production: Tyler Locke Art Director: Macauley Johnson Senior Producer: Kirsten Noll Lead Designer: Hana Eunjin Yean Designers: Ana Chang, Cam Floyd, Trish Janovic, Jina Kwon, Christina Liang, JP Rooney 2D Animator: Henry Pak Cel Animators: Laura Yilmaz, Nicole Stafford, Taik Lee, Danni Fisher Shin, Matt Everton, Ana Chang Compositor: Henry Pak
Creative Growth, the first organization dedicated to supporting artists with developmental disabilities, has teamed up with creative marketing company, John McNeil Studio to unveil its new brand. Representing 50 years of elevating the work of artists with disabilities within the arts community, Creative Growth’s new brand campaign includes a new identity and logo, new positioning, brand film and a redefined strategy centering on the ‘undeniable voice of art.’
Creative Growth’s evolved brand is at the forefront of a shift towards art that stands for the inherent reveal — the power of artistic expression to bring understanding and connection to us all. The brand’s new expression includes unobtrusive color and design choices that purposely don’t compete with the voice of the artist and instead, serve as a container for the art to have a voice of its own.
Executive Creative Director, Gerald Lewis of John McNeil Studio explains “We needed to create a powerful, distinctive voice for the brand. But, it couldn’t compete with the voice of the artists because in the end, the art has to speak. It had to be simple, honest and genuine, in line with the mission of Creative Growth. Artists will spend 30 years making work, honing their craft and following their voice inside this space. We wanted to celebrate that. So, while the mark, the brand, is simple and honest, it’s also expansive and energetic.”
Kicking off the new brand campaign is a short film capturing the voice of artist William Scott as he walks through downtown Oakland and enters... Read More
