Zombie CEO on Why the Old Ways of Working are Dead






What better way to pitch the old ways of working being dead than to have the dead deliver the message? Well, actually it’s the undead CEO, back from the grave, and looking every bit the part in a new campaign from Upwork

The campaign is directed by Ivan Zachariás and is the latest from Upwork titled ‘This Is How We Work Now’ which includes a two-minute, musically-driven humorous piece of campaign work from creative agency Alto.

“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,” said Zacharias . “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.



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


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