Beautiful Coffee


In tandem with National Coffee Day today – and ahead of International Coffee Day on Saturday –, Upwork announces the launch of a new short film, “Beautiful Coffee,” created entirely by Upwork’s freelancers to showcase independent coffee roasters at this link and across social.

The film builds on the brand’s 2021 award-winning “Wake + Make” product campaign in which Upwork collaborated with California-based Red Bay Coffee to create a custom blend, then commissioned six artists from the Upwork platform to design the coffee bags. You can check out images of the bag designs here.

“Beautiful Coffee” is a story of entrepreneurship, creativity, and what’s possible when we’re willing to break old systems to build a new way of working that actually works for everyone. The film presents the story of Keba and Rachel Konte, entrepreneurs and artists who took the bold step of carving their own path in the world. The layers of their story reveal a successful business built on a foundation of ethics and innovation and the lifeblood beneath those endeavors: a love of people and a commitment to the necessity of creating a better, more equitable world by working with sustainable farmers and hiring the formerly incarcerated.

This professional campaign titled 'Beautiful Coffee' was published in United States in September, 2022. It was created for the brand: Upwork, . This Film medium campaign is related to the Professional Services industry and contains 1 media asset. It was submitted over 1 year ago.


Director and Producer: A.J. Riggins
Story Producer: Anna Schaefer
Creative Director: Rebecca Faulkner Nicholas Scarlet
Production Services: Zero One
Post Production House: Legion Post
Executive Creative Director: Patrick Holly
Design Director: Stephanie Munoz
Senior Designer: Akira Nakamura
Motion Designer: Ross Holter
Storyboard Artist: Vince Talbot
Wake & Make Bag Illustrators: Sérgio Bergocce, Kiki Ljung, Polina Zimina, Catalina Vásquez Salazar, Anthony Orozco Matamoros, Andrea Bojkovska
Print Production Partner: PureProductions


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