Uber One

Member Days

Global Members Only Event

Uber needed more than a campaign—they needed a system. Member Days was Uber One’s new annual savings event, designed to drive memberships and engagement across Rides and Eats in 22 global markets. The challenge: build a bold, adaptable campaign that could deliver business results at scale while feeling local, relevant, and on-brand.

I helped shape the campaign strategy and finalize the name, then led the development of a modular visual identity system rooted in FOMO and designed for global flexibility—thinking holistically about GTM, regional nuance, surface behavior, and long-term scalability. The creative leaned into high-contrast design, punchy motion, and editorial language that felt urgent and unmistakably Uber. I partnered closely with PMM and regional teams to build toolkits and guidelines that enabled fast, localized execution across social, in-product, and paid channels—without compromising the creative idea.

The result: $43M in incremental bookings, 2.1M new Pass Starts, and strong adoption across every region. For me, this work underscored how the right creative system—anchored in a strong idea and backed by smart collaboration—can drive massive global impact.