Uber 'HeART of the City'
The primary metrics for this campaign was reach and engagement by demonstrating Ubers impact and scale in Brisbane as the official ride partner of Brisfest. We were tasked to activate a brand campaign that could drive large-scale positive brand impressions amongst Brisfest attendees with an experiential concept that could fit into the theme of the festival.
The result - a 6 minute interactive vibrant light show installation featuring art by Sofles. Locals were invited to immerse in this luminous visual storytelling experience which combined street art, 3D mapping, and motion design. Heart of the City became a celebration of Brisbane and the locals that continue to brighten the dynamic city.
The show was setup at Southbank on the Arcadia with three daily screenings every evening over the course of the 22 day event. You can watch the entire show below.
CLIENT: Uber ANZ
CONCEPT CREATION: Nic Nichols
CREATIVE DIRECTION: Brandon Els
GRAPHIC DESIGN: Brandon Els, Jazmin Mansell
ANIMATION DESIGN: Lee Evans
PRODUCTION: Juddy Roller
ART INSTALLATION: Sofles
3D MAPPING AND DESIGN: Pat Taylor
SOUND DESIGN: Common Underground
VIDEO PRODUCTION: Electric Bubble
WHAT WE DID:
Campaign Ideation, Visual Identity, Video & Production, Animation, Art Installation, 3D Mapping, Print, Digital Marketing