• by Steve McClellan  @mp_mcclellan, January 16, 2020

Freelance platform Upwork has just launched its first national ad campaign that targets C-level decision makers at large and midsize businesses across the country. 

Three new TV spots by the client’s agency Duncan Channon feature a spokesman who guides viewers through dynamic workplaces more flexibly staffed than they appear at first glance.

As the spokesman draws office blinds, opens file cabinets and adjusts art, he opens portals that reveal the full range of talent hard at work beyond the walls of the office. The visual effect is designed to convey the client’s positioning as a provider of a “seamless bridge” between traditional teams and highly skilled independent talent who create big things together.

With the campaign, Upwork aims to demonstrate how technology is creating better ways for companies to find in-demand talent regardless of their location. The spots end with the tagline, “Upwork Is How.”

Sample the work here, here and here.

The campaign includes national TV and radio, as well as placements with business publications such as the Wall Street Journal. Duncan Channon handled both creative and media buying.