Creative Director Natalie Purbrick
ACD, Design Jordan Rich
Producer Emily Terran
Photographer RJ Shaughnessy
Production house Versatile Studios
Photoshoot
The global launch of Uber teen accounts was a game-changing moment for Uber, but significant groundwork remained. 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.
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
ACD, Design Jordan Rich
Producer Emily Terran
Photographer RJ Shaughnessy
Production house Versatile Studios