Uber Rides Photography Identity

One idea. Eight highly contrasting markets. The brief was to create an evergreen photography concept that would visually unite the EMEA region while creating enough space for cultural nuance. Based on insights, our ‘Uber Moments’ concept took the four stages of a journey and used them to create scenarios that aligned with local ‘reasons to ride’.

From expressive hands in the order moment and the easy convenience of a timely pick-up, to the cosy, comfort of the ride and the happy moment of arrival—we told short stories using the framework visualised below. The resulting images (shot in Dubai, South Africa and Lebanon) were used both in series and individually to deliver improved brand harmony across digital channels.

Credits.
Creative Director. Florentijn Diepeveen
Concept & Art. Karian Weijers
Concept & Copy. Laura Bury