Creative Director

Heineken Freelancer

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I went to work on Heineken's "The Freelancer" to form real job vacancies, create four online minigames, and write inspirational copy for a short-term platform offering a once-in-a-lifetime freelance opportunity with the UEFA Champions League.

Many soccer fans in Mexico are unable to keep up with the Champions League tournament in real-time because they're at work during the matches. The Freelancer gives these fans a chance to submit their resumé and try their hand at one of our four footy-related minigames mimicking the actual freelance jobs we created. After 67,000 people proved their skills, only the four most-qualified fans were selected and sent to carry out their duties in-person at one of the Champions League semi-final matches.