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Uber / 2018

Doors Are Always Opening

The North American campaign, alongside We Move, an internal film for Uber.

UberCreative Director72andSunny2018TVOLVOOH
A passenger seen through an open car door in the Uber campaign Doors Are Always Opening
Contribution
Creative Director / 72andSunnyHelped shape the story Uber told about itself, from an internal rally to a North American campaign. With Gregory A. Shadwick within the 72andSunny and Uber teams.
Scope
  • Internal film
  • Broadcast + digital film
  • YouTube
  • Motion identity + OOH / DOOH

We Move

An internal film featuring Uber employees and drivers.

Uber employees and drivers describe movement as access to work, community and possibility across the company’s changing world.
Uber: We MoveInternal film

Campaign films

Mark Romanek directed the 60-second anthem. Seven character stories and five six-second YouTube films followed passengers through work, travel and everyday life.

Character stories / 7 films

Character stories

A passenger and driver meet at a lively street market, where an open car door becomes the threshold to somewhere new.
Uber: New PlacesCharacter story / 15 seconds
A passenger leaves an Uber and crosses an open door into a vivid night out, turning arrival into a change of worlds.
Uber: PortalsCharacter story / 15 seconds
An older passenger arrives by Uber for a bright diner gathering, where the open door carries him toward familiar company.
Uber: Saturday Morning PancakesCharacter story / 15 seconds
A woman steps from an Uber at night and moves toward a new professional possibility framed by the open door.
Uber: HelloCharacter story / 15 seconds
A nurse leaves the end of a bus route and continues her journey by Uber, extending movement beyond the last stop.
Uber: Last StopCharacter story / 15 seconds
Travelers step from a car into a dense, colorful market, using the open door as an invitation to explore.
Uber: See the WorldCharacter story / 11 seconds
A family ride opens onto an evening of discovery, with children moving from the car toward a larger world.
Uber: To the StarsCharacter story / 15 seconds

YouTube / 5 films

Six-second films

A vertical phone frame catches a passenger stepping from an Uber toward a glowing neighborhood destination.
Uber: Hidden GemYouTube bumper / 6 seconds
A passenger exits through the phone-shaped frame and runs into an embrace waiting beyond the car door.
Uber: HugYouTube bumper / 6 seconds
Children run through a phone-shaped open door toward an outdoor stargazing gathering at dusk.
Uber: To the Stars / YouTubeYouTube bumper / 6 seconds
Two travelers move from an Uber into a flower-filled market, framed vertically inside a phone screen.
Uber: TravelersYouTube bumper / 6 seconds
A traveler leaves an Uber and runs toward a child, turning the open car door into a homecoming frame.
Uber: Welcome HomeYouTube bumper / 6 seconds

Outdoor and motion identity

The open car door framed the photography and appeared across outdoor, Times Square screens and the animated campaign signature.

A Times Square display cycles the open-door campaign across a wide digital screen at city scale.
Uber: Times SquareArchival display capture / Times Square
The Uber wordmark and Doors Are Always Opening line resolve across an ultrawide animated campaign signature.
Uber: Identity OpensCampaign signature / motion identity
Explorers / campaign photography
Festival / campaign photography
Taco truck / campaign photography
Welcome home / campaign photography

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