Live Events · Uber

Live Events & Activations

Two of Uber’s biggest live-events efforts, a league-wide sports campaign and the 60th GRAMMY Awards.

40+

MLB · NBA · NHL teams

800+

Assets for Live Events

300+

Assets for the GRAMMYs

60th

GRAMMY Awards

Company

Uber

Project

Live Events & Activations

Time

2016–2019

Role

Sr. Production Designer

As a Sr. Production Designer on Uber’s internal creative team, I led production design across two of the brand’s biggest live-events efforts: a league-wide sports campaign spanning 40+ teams, and Uber’s activation at the 60th GRAMMY Awards. Working alongside designers and copywriters, I turned brand concepts into production-ready design at full scale, and on hard event deadlines.

Project 01 · Live Events

The league-wide campaign

Uber’s rebranded Live Events campaign brought the brand inside the venues fans love. With our internal creative team, I produced 800+ unique assets across 40+ MLB, NBA, and NHL teams.

Bringing the game to the arena

Working with designers and copywriters, I produced in-stadium animations, jumbotron takeovers, rinkside and courtside signage, digital web banners, social content, wayfinding, and print in Adobe Suite, anchored by the “We bring the game” line, for teams including the Raptors, Kings, Maple Leafs, and Blue Jays.

Built for the real world

Environmental design is unforgiving, there’s no undo once it’s printed forty feet tall. I prepared production-ready files for large-format print and install, managing bleed, resolution, color, and material so the brand read cleanly from a phone-sized badge to a stadium jumbotron.

From the campaign

Project 02 · The 60th GRAMMYs

Music’s biggest night

For the 2018 GRAMMY Awards in New York, I partnered with the GRAMMY team to scale the campaign concept on a remarkably short timeline, 300+ assets across print, digital, outdoor, and on-site.

From program to billboard

I developed 300+ assets, program print ads, digital banner ads, and outdoor print and digital billboards, plus the on-site system of vehicle wraps, lanyards, badges, and wayfinding signage that carried the brand through the city.

On the ground in New York

Branded pickup zones, vehicle wraps, and an artist tie-in with Khalid wove Uber into the fabric of the event, turning the brand into part of the night rather than an ad beside it.

From the GRAMMYs

Impact

40+ teams

MLB, NBA, and NHL partners on the Live Events campaign.

800+ assets

Animations, banners, signage, print, and social for Live Events.

300+ assets

Scaled the GRAMMYs campaign on a short timeline.

60th GRAMMYs

Uber’s activation for the 2018 awards in New York.

Every format

In-stadium, out-of-home, print, digital, and on-site.

One system

A consistent Uber brand across every surface.

Reflection

Experiential design is the brand at its most physical and least forgiving. The craft I’m proudest of here is the production discipline: making the brand land perfectly at every scale and on every surface, so a fan in the arena and a guest at the GRAMMYs felt the same Uber, unmistakably.