Antiquated city regulations were preventing Miami from having Uber, despite thousands of people, driver and riders alike, wanting a competitive transportation system. I was commissioned by Uber CEO Travis Kalanick to create & produce a storytelling campaign, collecting stories of over 60 local Miamians who have asked for Uber to launch in their city, to show locals' perspectives on how Uber could improve transportation, culture and safety in Miami. The campaign was published in real-time on Instagram and miamineedsuber.com, and has since received over 120,000 likes and 1200 comments. Public pressure to government officials increased, and Uber eventually became legal in Miami.
Uber Miami Campaign Shoot - October 2013
Photography/Creative Direction/Production: Helena Price
Additional Art Direction/Design: Tina Hardison, Robert Padbury
Additional Photography: Jared Chambers, Benjamin Heath