Pioneering tech company Uber has another revolutionary transportation offering in the offing. Uber Elevate is poised to bring to market for the first time the ability for consumers to use aerial ridesharing within cities as soon as 2023. Uber Elevate handpicked Cannes Mobile Grand Prix and AICP-winning creative and production boutique Bipolar Studio for the innovative marketing campaign which launched this week at Uber Elevate Summit. The integrated campaign includes this centerpiece film titled Airborne, as well as an experiential VR installation, print stills and social content.
The campaign’s imagery was created entirely digitally and is 100 percent CGI. Airborne delivers a cinematic vision of Uber’s upcoming aerial mass transit platform. “Airborne” begins with an Uber Air flight traveling from Mission Bay HQ across sun-soaked skies above San Francisco and landmarks like Warriors’ Arena and Transamerica Tower. Dusk gives way to early evening as lights blink on the ground below and buildings appear as silhouettes in the far background, images that are in reality, fully articulated digital cars and buildings. The Uber Air flight lands in neighboring Santa Clara on Uber’s Skytower. Total travel time: 18 minutes vs. an hour or more in rush hour traffic; multi-floor docking at Skytower is equipped to handle a high volume of commuters and each hour can land up to 1000 eVTOLs (those futuristic-looking vehicles which hover, take off and land vertically).
So how did Bipolar meticulously digitize San Francisco and Santa Clara? For the experiential, they developed a bespoke AI-fueled pipeline that could capture, manage and process miles and miles of actual data and faithfully mirror the real terrain, buildings, traffic and scattered people in cities. Then they re-used the all-digital assets, which gave them full freedom to digitally scout the city for locations for “Airborne.” Shooting the spot, as with live-action production, they were able to place the CG camera anywhere in the digital city to capture the aircraft. This gave the team a lot of room to play.
Also part of the new campaign, a high-fidelity four-minute VR installation offered at Uber Elevate Summit that gives attendees a full flight experience inside a built-out physical cabin so they can see and feel what passengers will experience when they fly Uber Air. After the Summit, the installation will travel to Uber events globally. Still images and social media content will further extend the campaign’s reach.
CreditsClient Uber/Uber Elevate Nikhil Goel, head of product aviation; John Badalamenti, head of design; Arianna Pilram, sr. integrated brand producer; Matt Derkach, sr. industrial design lead. Creative, Production & CGI, Postproduction & Finishing Bipolar Studio, Los Angeles Bipolar Studio, director
CarMax, The Martin Agency, Director Ulf Johansson Take Us To Car Dealership Run By Beetlejuice
CarMax, the used car retailer known for promoting “the way car buying should be,” understands that sometimes the best way to appreciate doing things the right way is by showcasing the wrong way. In collaboration with the Beetlejuice Beetlejuice team--which is elated given that the movie topped this weekend’s North American box office--CarMax is taking a playful approach to show what car buying shouldn’t be. Showing a family’s nightmarish car-buying experience by turning a character from the movie into possibly the most devious car salesman ever, the campaign, titled “BeetleMax: The Way Car Buying Shouldn’t Be,” humorously illustrates what to avoid when purchasing a car, highlighting CarMax’s commitment to providing a trustworthy and enjoyable car-buying experience for the whole family.
The campaign, concepted by The Martin Agency and directed by Ulf Johansson via Smith and Jones Films--includes this hero spot depicting a car dealership, Beetlemax, run by Beetlejuice himself.
“Beetlejuice is among Warner Bros. most beloved franchises and continues to be sought out by audiences of all ages. Theatrical partnerships with brands like CarMax and their BeetleMax campaign are exciting because they allow us to extend the cinematic world for moviegoers and offer an enhanced entertainment experience. We are thrilled to be partnering with CarMax in such an innovative and immersive way for Beetlejuice, Beetlejuice,” said Dana Nussbaum, EVP of worldwide marketing for Warner Bros. Pictures.
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