In 2011, my buddy, Adam Tompkins, and I decided to do something about the lack of structure and support for freelance creatives. Not just creatives that were between jobs, but the really good ones that wanted to stay independent so that they could have creative lives beyond how they earned a paycheck. Some of the best talent in the business fits into this category. So we conceived Working Not Working, the first real-time network that broadcasts the availability of the best freelance creatives to companies looking to hire them. Built by Oak Studios, we launched in January 2012. To date, we have over 3,600 creatives on the roster and more than 200 of the best creative companies in the world using Working Not Working to manage their freelance talent – including Google, Apple, Droga5, Wieden+Kennedy, Mother, Airbnb, Kickstarter, R/GA and The New York Times. 


Working Not Working is an invite-only community of the best talent
in the creative industry. We seek out the most respected, most awarded
and hardest working people so you don’t have to.

CANNES LIONS GUERILLA

At our launch, we tasked ourselves with getting Working Not Working in front of top agency heads and decision makers around the advertising universe on a very modest budget. We decided the best way to reach our high-level demographic was to enter the site in an awards show that they were judging. The entry fee would be our media buy. Then they would have to take notice.