Uber
Designing for drivers
across markets.
I designed a French driver campaign site and a separate series of Driver Stories websites for the Middle East, Russia and South Africa. I also led creative work that local teams could adapt across channels.
France · Driver campaign
From a paid ad to a reason to sign up.
The French team wanted to show how driving could fit around people’s other work and interests. I helped art direct the photo and video shoots for three drivers and designed the campaign website using the local design system.
People arriving from social or display ads could watch the drivers’ films, see the benefits of driving and find the sign-up action. The page moved from the campaign promise to the details a prospective driver needed to take the next step.
Middle East · Russia · South Africa
Give each driver story a local home.
For a separate Driver Stories project, I designed regional landing pages within the constraints of Uber’s CMS. I directed retouching to separate and extend the layers of the hero photography, so a parallax interaction could draw people toward the film.
The Middle East designs include English and Arabic layouts. The Russian and South African pages pair local photography and stories with a common page structure and a clear next step for prospective drivers.
Campaign production
From concept to execution, with room for variation.
I took 3D campaign concepts through brainstorms, storyboards, visual direction and briefing an external production partner. The scenes were built so a team could change the passenger, departure, destination or time of day without starting over.
For Uber Eats, I retouched and animated a small set of images into nine modules that could be recombined for different ads. I also worked with CRM and development on localised rider emails, including right-to-left copy and mirrored artwork for Arabic.
Creative development
Build a repeatable production process.
Reference boards helped set the visual direction with the production partner. The Uber Eats master animation shows how separate food and background elements could be combined into one sequence.
Airport creative
Make the airport visible with the footage we had.
When we needed local airport creative and had limited footage, I built a cinemagraph around a passenger looking out of a car. A plane lifting off in the background set the scene.
