Tool Uses Unique Visual Style for Animated Series Empowering Freelancers for Upwork

Creative production partner Tool created an animated series aimed at empowering freelancers with valuable insights for Upwork, the world's largest freelance talent marketplace.

The brief from Upwork was to help them create an educational series providing tips on how to be a successful freelancer, while making it entertaining and fun.  

To make this stand out, Tool chose to transform real-life freelancers into illustrated characters and animated them, instead of showing docu-style, 'talking heads' on camera. 

Rolling out this summer, this three video series will live on YouTube and cover topics like appropriate rates, acquiring essential skills for becoming a successful freelancer, and securing job opportunities on the Upwork platform.

Reinforcing Upwork’s brand belief that work should free human potential instead of limit it, 'This Is How To Get Jobs on Upwork' covers how profiles, proposals, and client relationships are important to all freelancers.

The series was designed to showcase the experiences of distinguished freelancers, who generously shared their stories to help guide others in navigating the highly competitive landscape of the freelancing industry.

Five freelancers were selected for in-depth discussions after Upwork conducted an extensive array of remote interviews on a global scale. An array of occupations are featured in the series to include: Publicist, Voice actor, strategic growth consultant, and photographer. 

Upwork + Tool then conducted an extensive series of remote interviews with illustrators across the globe to select five exceptional individuals to assist in the design of characters and scenes for the five chosen freelancers.

Upwork carefully evaluated the personalities and unique attributes of the Freelance talent like energetic and strategic thinking, selecting objects like a cup of tea or No2 Pencil that would best represent them in animation. 

Tool then transitioned to the animatics stage of the project. Instead of relying solely on static storyboards, the team decided to employ animatics (dynamic storyboards) as a more dynamic approach.

Tool utilised the illustrations provided by the illustrators and incorporated them into their animatics. This method offered a comprehensive visual representation of the material, allowing the team to meticulously assess and enhance aspects such as narrative structure, pacing, and timing.

“Our team loved the creative challenge to turn an educational video on its head and make this fun and visually stand-out. We appreciate the team at Upwork being bold and trusting us with this!” said Dustin Callif, president of Tool.

The second and third video in this series will be released on YouTube later this summer.