Tu Phan | Art Director & Designer
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Uber | Autonomous

As autonomous started to hit the streets, we shaped how Uber showed up to the world, from riders to investors to AV partners. Through bold brand collabs, cultural stunts, and platform-first campaigns, we made AV feel less like science fiction and more like something people can actually use. Here are a few projects that helped bring that story to life.

 

Partners in Progress

To introduce Uber’s autonomous vision to investors and thought leaders, we built a miniature world that mirrored the real one: detailed, complex, and deeply human. Each scene reflected the small moments Uber has spent years perfecting, showing that our edge isn’t just scale, it’s understanding. The craft-forward visuals and message made a clear case—autonomy doesn’t succeed in a vacuum, it needs a partner who knows the road. And for AVs, that partner is Uber.

LOCATION DEVELOPMENT

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LOCATION DEVELOPMENT 〰️

CHARACTER DESIGN

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CHARACTER DESIGN 〰️

STYLE FRAMES

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STYLE FRAMES 〰️

Waymo x Uber

Your autonomous ride is arriving. We introduced this partnership by bringing both brands to the forefront: Uber’s everyday ease meets Waymo’s autonomous innovation. Spanning OOH, social, and owned CRM, the campaign delivered a launch that felt fresh, fun, and fully co-owned, with both brands showing up clearly and confidently at every touchpoint.

OUT-OF-HOME

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UBER X WAYMO

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OUT-OF-HOME 〰️ UBER X WAYMO 〰️

 

ILLUSTRATION

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ILLUSTRATION 〰️

As part of the launch, we crafted a bespoke illustration library for Waymo x Uber. Built to flex across below-the-line campaigns and in-app surfaces, blending Uber’s expressive system with a visual language fit for Waymo’s autonomous technology.

 

RIDER ZERO: SOCIAL SERIES

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UBER x WAYMO

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RIDER ZERO: SOCIAL SERIES 〰️ UBER x WAYMO 〰️

To launch autonomous in Austin and Atlanta, we introduced Rider Zero, a social-first series spotlighting the first-ever riders in each city. With a mix of local faces and unexpected talent, the content brought personality to autonomy and turned first rides into moments worth sharing. And it worked. Across Atlanta and Austin, Rider Zero has proven to be a breakout format for introducing autonomy driving 1.5M+ organic impressions, 2.1M+ organic views, and 126k+ engagements. Sentiment is averaging 71%, over 5x the Uber brand norm, and top-performing content has hit record share counts on the Uber handle. The takeaway? A human story still drives the future best.