Uber x Waymo
As Uber prepared to launch autonomous rides with Waymo in Austin and Atlanta, we faced a unique creative challenge: educate people on an entirely new way to ride, build trust in the technology, and tell a compelling brand story—all at the same time. In less than two months, we created 100+ assets across TV, social, OOH, college campuses, CRM, and more, making autonomous technology feel approachable, culturally relevant, and unmistakably Uber across two very different markets.
MY ROLE
I helmed production across both launches, building the framework for a first-of-its-kind partnership on the Uber platform. I connected and aligned teams across Uber, Waymo, and our external partners, creating the shared workflows needed to turn a complex new product and partnership into compelling creative—often on extremely compressed timelines.
I also produced our First Rider Series, pairing each launch with celebrities who had authentic ties to Austin and Atlanta to experience AV rides firsthand and help introduce the technology through a familiar, culturally relevant lens.
SCOPE
OOH · Paid Social · Organic Social · Radio/Streaming Audio · Community Events · Lifecycle CRM · Photo & Illustration Library · Press
OOH
A citywide OOH campaign across Austin and Atlanta brought autonomous rides into everyday spaces, from college campuses and grocery stores to charging stations. Rooted in local culture and timely trends, the creative made unfamiliar technology feel approachable and relevant while building awareness of a new way to ride.
Social
A series of social executions showcased autonomous vehicles in fresh ways, sparking curiosity while making emerging technology feel more familiar, accessible, and relevant.
First Rider Series
The First Rider Series brought together recognizable personalities and cultural icons to experience autonomous rides firsthand. Through authentic reactions and engaging storytelling, the content sparked curiosity, built excitement, and helped introduce emerging technology in a familiar, relatable way.
What began as a photoshoot and commissioned illustrations to build a versatile marketing asset library quickly evolved into a fully integrated campaign. The expanded scope brought the creative to life across OOH, social, digital, and experiential touch points, establishing a cohesive visual identity for the Austin and Atlanta launches.
Photos & Illustrations
Digital Surfaces
From inviting riders to join the interest list ahead of launch to driving ongoing engagement and loyalty on the Uber platform, digital touchpoints played a key role in educating riders, building trust, and sustaining excitement around autonomous rides.
Community Events
Immersive experiences on college campuses across Austin and Atlanta brought autonomous rides directly to students, making the technology more approachable and accessible. Through hands-on engagement and education, the activations showcased how Waymo could bring the same everyday convenience as Uber, just without a driver.
EP Alexis Denham · Producer Emily Tarran · Creative Director Tu Phan · Tom Kropp · ACD Copy Jacquie Vavroch · ACD Design Kellie Kalvig · Illustration Joey Chu