Rebecca 

Faulkner

Bay Area Creative Director and Copywriter

Look Beyond Login

For Okta

We launched a targeted awareness campaign aimed at CMOs and their teams to position Okta as an essential partner for customer engagement and loyalty. The message was simple but urgent: customer identity isn’t just a backend concern — it’s a brand differentiator.

We partnered with the Wall Street Journal to drive visibility and credibility, creating high-impact placements that exceeded expectations. The campaign generated over 150 million impressions, with WSJ ads outperforming internal benchmarks by 19 points — and delivering even stronger engagement metrics.

Motherhood Works

For Upwork

When the pandemic pushed millions out of the workforce, 80 percent were moms. Within 18 months, decades of progress vanished. By 2022, many moms weren’t just missing work. They were missing a sense of identity, independence, and momentum.

As a platform built to support independent professionals, Upwork had a unique opportunity. It wasn’t just about helping moms return to work; it was about helping them reclaim a vital part of themselves.

I led creative direction for a campaign designed to shift the narrative around working moms. We used real footage and photography to tell honest, unvarnished stories of what moms experienced and what they still had to offer. The creative needed to feel raw, human, and unignorable.

We paired this storytelling with a go-to-market strategy focused on building awareness and driving action. Our message encouraged clients to think mom first when hiring. To extend impact, we backed the campaign with real support, launching partnerships with Skillshare, Mastry, and Care.com to provide resources for moms re-entering the workforce.

Results:

9.4 million total reach

578.6K organic impressions (goal: 222K)

2.43% average engagement rate across Instagram, LinkedIn, and TikTok

16.7 million paid impressions (goal: 12M)

22.4K landing page clicks

This was more than a campaign. It was a call to recognize the talent, resilience, and value of moms who never stopped working. We just needed the world to see it.

Wake + Make

For Upwork

Winner: ADC Silver Cube. 

Finalist: Corporate Film, seventh annual Brand Film Awards 

Shortlist: One Show, Branded Entertainment

Shortlist: One Show, Brand Partnerships

Shortlist: Physical Product, Promotional

Our community is made of millions of entrepreneurs and talent, fueled by creativity, hard work, late nights and, well — coffee. So when international coffee day came around, we had to celebrate in a way that only Upwork could. With the help of five illustrators and one hand letterer from our platform, that’s exactly what we did. Together with Red Bay Coffee, a Black-owned roastery and certified B-Corp who shares our values, we created a signature coffee line dedicated to the grind, featuring beautiful, original illustrations from amazing talent around the globe. Finally, we brought it all to life with an independent filmmaker to tell the story. Our community buzzed about it, with a 400% increase in social engagement over other similar campaigns. So did our clients, with over $100,000 in new business leads in just a few short weeks. And most important of all, our talent saw immediate returns, gaining more exposure online and landing new projects as a direct result.

Be There

For Stubhub

2020 marked the first year StubHub took its brand awareness work in-house. The work resulted in a jaw-dropping 400% ROAS (Return On Advertising Spend). I led the copy team as ACD, and even flew to Toronto with my 9-month old baby to shoot these spots! The campaign consists of over fifteen :06 unskippable pre-roll videos, along with other short form social videos to hit on StubHub’s “reasons to believe” in memorable, relevant and, above all, entertaining ways. We leaned into the short format of pre-roll to quickly hammer home each idea, and allow for optimization through time as we learned which assets performed best among fans.
Next, to celebrate the month of October, aka the busiest season in sports, we created the “#Sportober Challenge” to inspire and reward fans for getting out and seeing as many live sporting events as possible. We partnered with YouTube all-star team Dude Perfect to create a StubHub Sportober trick shot video and drive fans to and through the challenge.

Music and Sports Illustration

For StubHub

So you’re selling tickets for live events, authentic photography costs a fortune, and you’ve exhausted the stock library. What’s a creative team to do? My partner and I hired award-winning illustrator Lauren Tamaki in the creation of these beautiful, bespoke GIFs featuring iconic performers and athletes. Her aesthetic lent such an of-the-moment feel to our work - particularly for music.

Only Good Surprises

For StubHub

This Q4 campaign included TV, digital, print and the multitalented Ticket Oak’s radio debut. The effort highlights that scoring good tickets at StubHub couldn’t be easier — or less aggravating — because there are never extra fees. Unlike the other guys, what you see at the start is what you pay at checkout. It’s called All-In-Pricing. Throw in a Fan Rewards program with discounts and seat upgrades for frequent users, and see how, at StubHub, fairytales always come true.

Awards & Recognitions

  • B2B Design Craft, Illustration

    Wake + Make for Upwork

  • National Association of Advertisers

    For Upwork

  • Issued by Brand Film Awards presented by PRWeek, MM+M and Campaign US

    Beautiful Coffee for Upwork

  • Issued by ADC, Wake + Make, In-House Branded Comms/Promotional Materials

  • Illustration/Packaging, Series Promo/Collateral - Series In-House - Advertising - TV Film / Online Video In-House - Interactive - Online / Mobile Websites

    Wake + Make, Beautiful Coffee, Cook It Up! for Upwork

  • For StubHub

  • Moderated panel with executive creative leadership from notable agencies. Topic was New Technology and the Evolution of Creative.

  • Ticket Oak in the Body Issue

    For StubHub

Let's make something wonderful.

Let's make something wonderful.