SUPER PUMPED: THE BATTLE FOR UBER // CREATIVE CAMPAIGN

CONTEXT

From the creators of the series Billions and based on the New York Times bestseller, SUPER PUMPED: The Battle For Uber tells the propulsive story of one of Silicon Valley’s most successful and most destructive unicorns, Uber, and the meteoric rise & fall of its founder, Travis Kalanick.

OBJECTIVES

The objective was to bring to light a story audiences may have never heard before about a ubiquitous tech giant we are all familiar with.

We were asked to highlight the impressive cast of A-list talent and communicate the complicated relationships and emotional journeys of the polarizing characters they portray as a thrilling and fun rollercoaster ride.

As well as emphasize the disruptive nature of Uber and point out the salaciousness and law-breaking immorality of Travis’s business decisions.

SOLUTION

We delved into the idea of "disruption" as the cornerstone to our creative. The first piece of art released, REAR ENDED featured a toy taxicab being mounted by a black car branded with the Uber logo, “Taxis are F@cked”.

MY ROLE

I was the creative design lead on this campaign and was responsible for strategy, concept and visual language. I briefed & directed our creative agency partners, directed talent & our photographer on set, and managed a team of internal art directors & external teams to create graphics for on-air, motion graphics & print for out of home, and collaborated with digital and social teams.

KEY ART

CHARACTER ART

DIGITAL OUT OF HOME

THE TRAILER