CareerBuilder Start Building is working with Wieden+Kennedy to urge dissatisfied workers to quit their jobs and look for better work environments, in a campaign launched at the Super Bowl 2008. Office workers discover that wishful thinking will never take them where they want to go. At the end of each ad viewers are told to ‘start building’. In “Firefly” a man gets suckered in to the idealistic dreaming of a cute little animated bug, until said bug meets a cruel fate. In “Queen of Hearts” a woman who is sickened by the behaviour of her boss discovers that her heart must make the move for her.

CareerBuilder Firefly


This is the’s first Super Bowl work from Wieden & Kennedy, which was hired after the agency that did last year’s Super Bowl spots, Cramer-Kresselt, was fired for failing to score well in USA Today’s consumer poll of favorite Bowl ads.

The Careerbuilder Start Building campaign was developed at Wieden + Kennedy Portland by creative director Mark Fitzloff, creative director Monica Taylor, copywriter Jason Bagley, art director Nik Daum, agency producer Jeff Selis, account supervisors Maggie Entwistle and Tamera Geddes working with Careerbuilder VP Marketing and Communications Cynthia McIntyre.

Filming was shot by director Suthon Petchsuwan via TWC Films with managing director Mark Thomas, executive producers Stephen J Ross and Jeff Snyder, line producer Rob Newman, director of photography Thanitsapong Sasinmanop, production designer Joseph Nemec III.

Editor was Paul Norling at Beast with producer Rebecca Beluk.

Visual effects for Queen of Hearts were produced at The Mill by VFX senior producer Victoria Kendall, VFX supervisor/CG lead artist Yann Mabille, CG producer Camilia di Biagi, and at Screen Novelties (end graphics).

Visual effects for Firefly were produced at Ka Chew! by animation director Elliot Bour, executive producer/creative director John Andrews, senior producer Michaela Zerbib, CG supervisor Matt Rosenfeld, FX/compositing artist Paul Yacano.

Audio post production was done at POP Sound by mixer Mitch Dorf, sound designer Jeff Sudakin and executive producer Susie Boyajan.

Music was produced at Asche & Spencer by creative director Thad Spencer. Music for Firefly was produced at SVS Productions by composer Scott V Smith.

Casting was handled at Digital Dogs Casting.