The Bit and the Atom.
With a vision and tone in mind, our first order of business applying the atom and bit concept to the logo motion wise. It needed to be simple and clear, but also playful to match our motion mantra.
After that, it was finally time to illustrate then two stories the Uber team developed called 'Late' and 'Snooze'. The goal was to establish tension by visualizing a race against time. The story wanted to build up to an intense crossroad where you think the hero character will run late, but Uber saves the day. The client was smart, Uber isn't a novelty, but something everyone can use to solve problems, sleep in more, and make life a lot easier.