Jo Marie Farwick is a German creative director, filmmaker, entrepreneur, and sought-after speaker who has been shaping the communications industry since 2003. After gaining experience at renowned agencies like Jung von Matt, Philipp & Keuntje, and Heimat, she founded Überground in Hamburg in 2015—a creative collective known for its bold and unconventional ideas.
Jo Marie doesn’t just lead; she gets hands-on. She directs films for brands like Freeletics, Tomorrow Bank, Lidl, and Lamborghini, often crafting the music herself to create an even deeper emotional connection. Her campaigns have won accolades including Cannes Lions, ADC Nails, and international awards like the LIA, Webby Awards, New York Festivals, and Clio Awards. Überground’s #SANTACLARA campaign for Lidl, the most-shared Christmas viral of 2016, remains a standout example of her work.
As a speaker, Jo Marie shares her insights on creativity, leadership, and the courage to challenge conventions. Whether on stage or in panel discussions, she brings authenticity, sharp perspectives, and a sense of humor that resonates. A member of the Art Directors Club for Germany, she is also a strong advocate for gender balance in the industry.
Jo Marie balances it all with her role as a mother to her son Parker, proving that bold ideas and grounded values can coexist. Under her leadership, Überground has become one of Germany's most significant small agencies, celebrated for its fearless creativity and commitment to making an impact.
In September 2015, Jo Marie Farwick founded the creative collective Überground in Hamburg, known for its unconventional and holistic approaches. What began as a bold experiment quickly made waves in the industry. In 2017, Überground was named "Rookie Agency of the Year," and as if to make a point, they celebrated by winning an actual Cadillac in a pitch competition.
Under Jo Marie’s leadership, the agency has delivered award-winning campaigns, including the international campaign for the fitness brand Freeletics. In 2016, Überground gained attention with the disruptive #SANTACLARA campaign for Lidl, which dominated the European charts and became the most-shared Christmas viral of the year.
Today, Überground is a 25-person powerhouse, working on groundbreaking projects for clients like AXPO, the largest energy producer in Switzerland. Whether it’s shaping brand narratives, creating viral hits, or pushing boundaries in creative storytelling, Überground remains true to its roots: bold, collaborative, and always a step ahead.
Jo Marie Farwick, the creative force behind Überground, has been shaking up the industry with her bold insights and no-nonsense approach. Here's a rundown of her recent gigs:
1. 69th Wechselgespräch at BDA WECHSELRAUM, Stuttgart (January 13, 2025): Jo Marie joined Frank Barkow and Prof. Dr. Rainer Matthias Holm-Hadulla in a candid chat titled "Das Weiße Blatt," with Ania Corcilius steering the conversation.
2. Forward Festival Hamburg (April 2024): At the Jupiter venue, she delivered "Making the Impossible Possible," diving into fresh ways to tackle creative roadblocks.
3. ADC Festival 2023 (June 2023): Co-hosting with Professor Richard Jung, Jo Marie spotlighted rising creative talents at the ADC Talent Award Show.
4. ADC Festival Campaign Presentation (February 2021): Leading her Überground team, she unveiled the ADC Festival 2021 campaign, reimagining "Superkraft Kreativität" without the usual superhero clichés.
5. Forward Festival Hamburg (April 2019): Speaking on "About Courage," Jo Marie shared her journey in the communications world since 2003.
Through these appearances, Jo Marie continues to challenge norms and inspire with her unfiltered perspective.
Jo Marie Farwick has an extensive history of jury participations in the creative industry. Here's a concise overview of her notable jury engagements:
Art Directors Club (ADC) Germany:
Active member for over 15 years, regularly chairing key juries.
2024: Chairwoman overseeing the ADC's creative competition.
Gerety Awards:
2029, 2024, 2025: Jury member.
Creativ Club Austria (CCA):
2019: Jury President for the CCA-Venus Awards.
Tirolissimo:
2023: President of the jury for Tirol's state creative award.
Spotlight Festival:
Multiple times as Jury Chairwoman and member in the Professionals category.
The One Show:
2018, 2020: Jury member in the Branded Entertainment category.
New York Festivals:
2017, 2021: Grand Jury member.
Cannes Lions International Festival of Creativity:
2016: Jury member in the Promo and Activation category.
Deutscher Digital Award (DDA):
2018 and 2019: Jury member.
Neptun Award:
Jury member in 2016 and 2017.
Media Leaders:
2016: Jury member.
Deutscher Werbefilmpreis (DWP):
since 2017: Jury member.
Die Klappe:
2018 and 2024: Jury member.
Eurobest:
2017: Jury member.
Ciclope Festival:
Jury member.
MAX-Award:
2025: Jury member for dialogue marketing.
AutoVision Awards:
2020 - 2023: Jury member for automotive communication projects.
DOOH Creative Challenge:
since 2021: Jury member.
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Jo Marie Farwick doesn’t just write the story—she brings it to life. As a director, she’s been behind the camera for some standout campaigns, including the award-winning Freeletics spot, Lidl’s Kids Gone, the sharp visuals for the taz, Tomorrow Bank’s bold message, and even Lamborghini commercials. Known for her precise vision and emotional depth, she often adds another layer to her work by crafting the music herself.
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