From concept to execution
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Brainstorm
I start out with a brainstorm, anything goes, the sky is the limit. When everything is pre-selected and filtered and on a board it’s a good moment to get some of the key stakeholders in to verify some of these directions.
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Sketch
Directing the sketch artist into the visual style that came from the brainstorm but fits within the boundaries of the brand identity. In this fase we draw out all the steps for the storyboards
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Art direction
Here I choose the final direction for the visual and motion styles, guiding an external party for production. My role was to source an external party which could build an animate these for us in 3d.
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Location specific reference
We have supplied the production company with a library of reference imagery from which they can build the 3d models we needed to create modular ads.
The output execution was a series of modular ads which could be rendered for all Uber’s channels and where we could change the departure & destination location, time of day and appearance of the passenger, allowing to visualise different use cases.
Final ads
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From home to the office
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From home to the airport
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From home to the office at night
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Alternate perspective
Performance marketing tests
Motion modularity
For Uber eats the request came in to create a set of performance ads for multiple channels that could be localised across the EMEA region. There where only a few images available so I took the opportunity to to cut up and retouch the imagery so we can set things in motion and added the animated background elements as well. From here I produced a set of 9 different modules that could be mixed and matched into new ads. All modules can also be combined to one big master ad shown on the left here.
Uber rider lifecycle emails
Together with the CRM and the DEV teams I have re-designed the complete rider lifecycle newsletters in such a way that it can be build for each country in the EMEA region. While working on this I had to take into account the technical limitations the the CRM and DEV teams where up agains, while ensuring that images, phone mockups, fonts and animations could be localised and adapted to country specific needs. An example of this is the use of right aligned copy and the Arabic fonts in combination with horizontally flipped animations, illustrations and imagery in Saudi Arabia.
Think out of the box
Local airport advertising
Uber needed localised airport ads but they didn’t have the imagery yet. I came up with a set of cinemagraphs where I animated in an image of a plane taking off giving the impression that the passenger was at an airport. No assets, no problem!
Driver stories: Middle east, Russia and South Africa.
For the driver stories we needed to create a beautiful and playful page per region that would drive driver signup through the roof while keeping into account the boundaries of the CMS that Uber was using for their web pages. My responsibility was to guide the retoucher and to design all the landing pages. To create an additional layer of depth and interaction I’ve asked the retoucher to cut and extend the elements within the hero images so we can have these images move (in 3d) with a parallax effect when the user moves over the full bleed image, giving an extra nudge to start watching the video.
Uber eats first session order newsletters
When Uber was about to launch their Uber eats product in some countries of the EMEA region I took up the challenge to design the first order session newsletter flow in close collaboration with the CRM and the DEV teams.
French driver campaign
The French market needed to onboard more drivers to their platform. My role was to help them with the art direction for the video and photoshoots for their 3 hero drivers. The campaign was wrapped around the benefits of being a driver next to your other passions & jobs in life (for example being a full time mother or being an entrepreneur). The campaign was strategically launched on social media and the paid media channels driving traffic to the landing page where the user could see the in depth driver video’s and the key benefits / highlights of driving for Uber with a direct call to action to start driving now! This drastically changed the amount of driver signups. Below are more examples of the Google display network ads and screens from the driver landing page for desktop and mobile.
