UPWORK

Upwork Messes with the Rules of Work…and TikTok

Upwork is a global freelance marketplace that’s challenging the norms of work. So when they asked us how to show up on TikTok, we said, “well, if you’re messing with the norms of work, why not mess with the norms of TikTok?” Check out how we played with familiar TikTok tropes—text overlays, greenscreens, trending sounds, and more—to stand out in a bland B2B category.

WFH HACK TIKTOK

The remote work revolution allows us to work from anywhere! Yet so many are still chained to desks. This was our response.

WORKING ALONE TIKTOK

Not seeing coworkers is one of the downsides to working remotely. This was our response.

PRODUCTIVE FROM ANYWHERE

If you can work from anywhere, why work from an office? This was our response.

EMO CEO

Music is a huge part of TikTok, but #WorkTok barely ever plays with it. We wrote and performed our own song, an ode to all those “Emo CEOs” out there who are sad no one wants to return to the office.

U PICK TALENT

Hiring managers use TikTok to offer tips on how to hire faster. We headed to this unexpected location to show
where to “pick” the best talent.

NOTIFICATIONS

Upwork supplies a wealth of opportunities for those who sign up. This practical, thumbstopping effect makes the point.

AI

“How to use AI” content is all over TikTok. But we chose to stand out with this DIY approach, and simple, human message.

CALENDAR VIEW

Many #WorkTok creators show how to “hack” software like calendars. This was our response.