Packed with a base of 5,000 story and song combinations, R/GA Singapore's ‘Year with Uber’ allows each user to generate content that is location-specific and unique. That is why users in Thailand will see tuk-tuks, encounter tai-tais (wealthy aunties) in Singapore, the iconic Melbourne Cup and Sydney’s New Year’s Eve fireworks in Australia, the national sport of cricket in India. Festivals and holidays like Ramadan, Christmas and Deepavali, are also featured.
Each user has a different experience, with up to two and a half minutes of video that's totally customised depending on the personal history of rides of 2017. “Scenes and lyrics are directly informed by user trip data, making each film one of a kind. We built an engine that interprets that data and selects the visuals and lyrics accordingly, stitching them all together to create the final film,” says R/GA creative director, Cyril Louis.
Talking about inspirations for the film, Ralph Karam, Le Cube’s creative director says: “Super Nintendo games like Street Fighter II and Final Fight from the '90s were definitely on the inspiration board. Also, there are tons of references from anime, mainly in the animation style. The mood and feeling are like being in an Asian street market: lots of information, people from all kind and different places, hospitable and full of sensations, flavours, and colours. Such an invigorating mess to delight your senses.”
"The core of the characters reflect the idiosyncrasies of several cultures in Asia, but at the same time, try to build up those peculiarities into a single universe with an integrated art style," concludes Ralph.
The ultimate goal of the creative direction was “to remind people of the role Uber plays in their lives and demonstrate how the use of the ride sharing service is a partnership that enables them to move across cities, every day,” according to Eshan Ponnadurai, marketing director, APAC at Uber.
The creative process required more than 200 scripts before the team landed upon the characters, scenarios, and personalities of Year with Uber’s make-believe universe. “273 seconds of original 2D animation was produced, it took around 200 working hours – over four months to have it all done,“ says Gustavo Karam, EP at Final Frontier.
The project is the debut of the newly created production company Final Frontier, that represents directors and animation studios from all over the world in the Asia and Pacific Markets.
Agency: R/GA Singapore
Executive Creative Director: Calvin Soh
Creative Director, Visual Design: Cyril Louis
Associate Creative Director, Copywriting: Pimwadee Lai
Associate Creative Director, User Experience: Mark Law
Art Director: Bobby Tay
Visual Designer: Daseul An
Senior Producer: Sebastien Py
Group Account Director: Joe Poynter
Senior Technology Director: Laurent Thevenet
Senior Software Engineer, Prototype Studio: Rollen Gomes
Software Engineer: Aaron George
Senior QA Engineer: Donna Gonzales-Mapagu
Senior Technology Director, DevOps: Nauman Hafiz
Software Engineer: Dragon Chiang
NYU Intern, Prototype Studio: Bruce Luo
SUTD Intern, Prototype Studio: Ruth Wong
Production Co.: Final Frontier
Animation: Le Cube
Creative Director: Ralph Karam
Executive Producer: Gustavo Karam, Juan Manuel Freire
General Producer: Juliana Millán
Line Producer: Antonela Castro
Pre Production: Mariano Russo
Storyboard artists: Katherine Pryor, Valentina Candia, Maricel Piazza, Sofía Fernandez Vallejo, Agustín Mari, Marcelo Zamora.
Art Director: Ralph Karam
Character designer, art Developer: Franco Vecchi
Art developer: Florencia Tasso, Sofía Fernandez Vallejo.
Concept artist: Jonatas Cardoso, Felipe Mascharenas, Juan Barabani, Amelia
Vidal, Sebastián Giacobino, Alejandro Briganti, Juan
Background artist: Manuel Tumburus, Alejandro Barbesi, Ramiro Cabrera.
Clean-up: Katherine Pryor, Valentina Candia, Maricel Piazza, Franco Pelliciaro, Diego Frachia, Luis Cantiani, Sofía Fernandez Vallejo, Julieta Culaciati, Ana Artaza, Facundo García, Agostina Salvemini, Florentina Gonzalez, Julieta Soloaga, Giorgio Gore, Mariano del Franco, Inés Fragueiro, Guadalupe Marimorena.
Compositing: Ralph Karam, Mariano Russo, Vicente Ziegler.
Music: Fuse Adventures in Audio
Creative Director: Colin Pereira
Creative Director, Composer, Lyricist: Jon Daou
Senior Mix Engineer: Seng Jinn Wong
Mix Engineer: Rachel Forday
Producer: Jocelyn Teo
Lead Singer, Backing Singer: Brendan Reilly
Rapper: Jeremiah Isaac
Backing Singer: Leandra Lane
Backing Singer: Robert Perlick-Molinari