Los Angeles may be home to Bird and Lime – the giants of e-scooter rental – but now it’s home to TAUR, a new brand challenging the status quo, launching today with a digital-first campaign produced with local talent by Untold Fable.
For their first campaign ‘Own Your City’, TAUR has partnered with Untold Fable as a digital-first content production company who have utilised their decentralised global network of talent to produce the campaign both locally and with local talent to authentically tell their story.
The 75-second film was filmed in TAUR’s native Los Angeles. Directed by Alfredo Vidal, a first-generation Hispanic-American director born and raised in the city, the short film tells the story of non-traditional ‘transport’ in LA and shows that big city living need not come with travel pains.
The film depicts a typical LA commuter’s experience - characterised by buzzing traffic, sweaty bike riders and frustrated commuters - and the stark contrast between a TAUR rider who enjoys an easy, breezy ride home into the suburbs, fresh-faced and sweat free. All this while bringing home a tub of unmelted ice cream from the convenience store, demonstrating a smooth and fast ride.
Becci Ride, head of production, Untold Fable says: “Showcasing Los Angeles’ culture authentically was at the heart of the brief, for us that meant working with a director and crew who live and breathe the city. Our unique model of a diverse global network of talent made this easy. Born and bred in LA, director Alfredo Vidal brought his unique knowledge and sensibility to the project from day one, creating a cinematic but brilliantly real result.”
The campaign aims to target city dwellers within the United States, encouraging them to own one of TAUR’s award-winning premium e-scooters instead of renting. It does so by illustrating a reality that doesn’t need to come with sweat and tears from long commute times that LA locals and other US citizens of large cities have dealt with for years.
Untold Fable launched last year with a mission to increase diversity in front of and behind the camera, at every stage of content production. With the unique ability to contract the best local talent, TAUR partnering with Untold Fable was a perfect fit in line with their views on sustainability - much like owning one of their e-scooters.
Ed Turner, head of marketing at TAUR says: “Over the last five years, 200 million people have discovered electric scooters via rental schemes. But just as most people buy their own cars or bikes, millions are now buying their own e-scooters too.
“Anyone who’s ever owned one knows how much time and money you save — and how much fun it is!
“TAUR set out to present that lifestyle in a genuinely desirable way. Collaborating with Untold Fable enabled us to do so by tapping into local talent with the knowledge and perspectives to authentically tell our story. We’re stoked to present it to the next generation of first-time buyers.”
Driving Untold Fable’s diversity mission and drawing on its global network of production talent, the content production company presented a director shortlist that was 50/50 male/female and 25% PoC.