stubhub

stubhub didn’t believe they could do big things.

they wanted to build an internal agency, but their in-house teams weren’t ready. so they brought me in to create a campaign for the biggest part of their year: baseball season.

(this was actually a huge creative challenge).

i led the ideation, sold the idea up through their marketing department, and brought it to life.

the idea? there are as many reasons to go the park as there are games in a season, and almost none of them are about what’s happening on the field.

all we needed was someone who could tell that story every day:

we filmed 50+ videos for use throughout the mlb season.

(and accompanying .gifs and stills to be used for timely reactions to baseball moments across social).

we gave our boy a homepage and enough content to fill their paid and organic needs for all seven months of the mlb season.

it wasn’t just fun work, it solved a real business problem for them and completely changed what they thought they could do.

(change the culture, change the game).

upwork

when the pandemic hit, upwork had a problem.

(well, we all had a problem, but upwork’s was different):

covid was good for them. an unprecedented opportunity to grow both sides of their platform. it was almost too perfect.

(if they could have designed the pandemic themselves in a lab, they would have. but they didn’t. pretty sure. let’s not look into it).

except no one wanted to hear about that. not then. so how could they tell their story to both workers and businesses without seeming opportunistic?

by not telling it at all.

working with their internal teams, i concepted, sold, and helped lead a program that gave grants to businesses and organizations addressing the impacts of the pandemic around the world.

in the end, we gave away $1 million dollars in grants, which helped orgs hire a bunch of people, and for upwork to reach even more.

through outreach over upwork’s social channels and utilizing some business influencers, the program was a big hit.

upwork received nearly 5000 applications for the grants, got some great press, and ultimately chose 40 projects—a majority of which were diversity-focused or led.

work together employed workers around the world on initiatives that made a real difference at a time when that mattered.

and, it’s less imporant, but upwork had awesome stories to tell about the power of remote work for months and months.

(for social, pr, and on those weird family zooms we were all doing).

one more small thing:

(really wish i should show you this one).

thanks so much.