Project: Behind the Wheel Art Exhibition
Role: Art director, writer, producer
Photos by Neil da Costa Photography
Before Uber was a part of the fabric 0f Portland, many locals assumed that the company was faceless. They thought decisions were automated out of San Francisco and its employees were unaware of Portland's quirks that made it so special. To combat these perceptions, it was important to show that Uber Portland is as local as they come, made up of thousands of partner-drivers that inform our decisions every day.
The photos below reveal 14 images of partner-drivers who made up Portland's very first drivers. They're retirees, entrepreneurs, actors, paramedics, students and most importantly neighbors. As the art director behind the art exhibition, it was important to show the diversity of our driver-partners. Each photo accompanied a short story of the driver's life 'Behind the Wheel", along with a teaser of interesting facts that prompted people to learn more from them at the event.
The photos eventually became a standard for city-wide launch events as well as a stylistic design choice at our Partner Support Centers on the West Coast.
