Concept Development, Art & Design
A while back we were tasked with turning one of America’s most controversial brands into something people can love and respect. We did this by transforming Uber into a symbol of hope and positivity - a portal to opportunity anywhere, anytime.
Hands down one of my favorite brief. After months of trying to crack the rebrand, we decided to approach it in a very human way, by crafting short stories about people in various stages of life. These narratives were then strung together to create this launch film.
:60
For film design, we took a basic car door and gave it a little magic. Our “portals” became a key thread throughout the campaigns look and feel.
Next few slides are a snapshot of how one simple sketch (last slide on the scroll) came to life across TV, social, and print.
:15 Portals
:06 Hidden Gem
Coming across a taco truck in the middle of nowhere.
:6 Hug
Traveling across the world to see a childhood friend.
:6 To The Stars
Showing your kids a world bigger than the one they know.
Concept development only. I was not a part of production for print photography.
Lastly, these basic-looking-badly-drawn masterpieces by yours truly were the building blocks of this campaign, along with 6 million terrible photos I took to avoid comping from scratch.
