Based on the success of the of the Uber Eats Story on the Side campaign, the MENA team requested their own version. So, our nimble team flew to Dubai to capture more specific scenes with local casting for the Middle East. We leaned into the overall concept of everyday moments made better by delivery to stay true to the global brand. However, we pushed the content and visual style to include locally relevant stories and casting specific to the United Arab Emirates, Saudi Arabia and Egypt. I tailored casting, retouching, and local nuances to these regions to make sure that Uber Eats was represented as understanding local culture.
These assets lowered the overall CPFT (cost per first trip) and increased downloads based on their authenticity in a region that rarely sees targeted visuals from global brands.
Role: Creative Lead, Senior Art Director
CD - Chris Brown
SAD- Whitney Hanson
SCW - Marley Tito
SP - Corinna Banda
PH - Hywell Waters