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.