Client: UBER
Market: SOUTH AFRICA
Agency: Uber in-house production team
Production Company: Revolver Amsterdam
Production Company: Matt Lee
Producers: Klaudia Gainza, Ingeborg de boer
Director: Brett De Vos
Creative Director: Florentijn Diepeveen
Editor: Tomas Kamphuis
Colorist: Richard Fearon / MPC
Synopsis:
Revolver Amsterdam unlocks UBER’s driver stories
UBER teamed up with Revolver Amsterdam to share personal stories of the UBER driver-partners as well as showcase the diverse clientele.
Producing two commercials for this project, the first commercial was shot in Saudi Arabia and directed by Revolver’s talented director Maceo Frost and the second in South Africa and directed by another Revolver favourite Brett De Vos.
We worked openly with UBER to communicate their global vision of community. For us to do this well, we decided to communicate directly with their driver-partners allowing them both the opportunity and platform to present their personal stories and expressing their core motivations.
Following our direct approach with UBER and their driver-partners, it became apparent that with our linear narrative, it was extremely important to showcase the underlying motivation as to why someone wants to be a part of the community. We received a lot of feedback from the driver community and were therefore able to identify several key elements such as: engaging with people, helping others, financial support, freedom and enabling personal growth. Working directly with UBER facilitated the creative expression and freedoms required to truly bring forward such personal stories.
From the start, we endeavoured to present a bold authentic production alongside UBER and feel we have successfully achieved this.