Creative Director Natalie Purbrick
Sr Designer/AD Geneya Bajza-Terlouw
ACD, Design Jordan Rich
Producer Emily Terran
Photographer RJ Shaughnessy
Production house Versatile Studios
The global launch of Uber teen accounts was a game-changing moment for Uber, but significant groundwork remained. The new challenge was to build a compelling visual narrative that could support the new vertical. We strategically focused on seven key regions: the US, Central America, South America, ANZD, Europe, the Middle East, and APAC. To capture a rich, authentic narrative, we selected 19 teenagers, five parents, and four drivers.
At Uber, movement is at the heart of what we do—and we want that energy to come through in our brand photography. Each shot captures a sense of motion that reflects emotion, excitement, and momentum. It’s a natural fit, especially with teens, who are always on the move.
Over three days, we captured engaging content across diverse settings—including schools, homes, apartments, parks, beaches, restaurants, and retail stores—to ensure diverse representation of teen life across each region.
Effective organization and planning was crucial in executing 10+ use cases for each region. Our creative scenarios showcased teens in various contexts: attending school, sporting their uniforms, shopping, participating in tutoring sessions, enjoying soccer practice, celebrating prom, dining out, and much more. This approach allowed us to craft a vibrant, relatable story that resonates with our target audience. All-in-all we ended with over 200 assets being added to the Uber asset library.
Creative Director Natalie Purbrick
Sr Designer/AD Geneya Bajza-Terlouw
ACD, Design Jordan Rich
Producer Emily Terran
Photographer RJ Shaughnessy
Production house Versatile Studios