We envisioned Beautiful Coffee targeting a wide range of people: freelancers globally and every type of client we have, from the Fortune 10 company to the scrappy start-up. The transcendent vision of a better business model that works for everyone, and the focus on equity and inclusion, were messages that would touch just about anyone we would want to work with. More importantly, it would demonstrate that we’re not just talking about our values — we’re investing in them and sharing real-life stories with the world.

In celebration of International Coffee Day, our team decided to create our own limited-edition coffee line with the help of freelancers from around the world, and all on Upwork. As part of that project, we partnered with an independent coffee roaster who shares our brand values. We were moved by their mission to build a better business model that uplifts everyone, from coffee farmers in Guatemala to their own community in Oakland. We realized that theirs was a story worth telling, and who better to tell it than freelancers from our platform?

In truth, Beautiful Coffee wasn’t so much about creating a story as it was about accurately depicting one that deserved to be told. The film dives into the lives and visions of the company’s co-founders as Black entrepreneurs, creatives, and passionate community members — depicting the magic that can happen when we have the courage to create new ways of working that work for everyone. It’s an inspiring story that touches on core topics we care about as a brand, while championing people who have earned their moment in the limelight, are living by example, and are inspiring others to take action too.

From the independent director and story producer to the editors and storyboard artists, every member of our crew were freelancers hired directly from our platform. The film was released in early 2022 to a limited audience, and will be part of upcoming integrated campaign efforts to promote the caliber of work that’s possible with Upwork talent.

Beautiful Coffee represents Upwork’s first branded entertainment project, marking a significant milestone in our evolution as a brand. It was recently released to a limited audience on owned channels.