Self-Driving Cars That Drive More Than Themselves

A brand platform for a product that didn’t exist yet.

Uber’s self-driving cars needed a position before they had a launch date: something that would hold up externally and internally, and put Uber in the automated-driving conversation before a single customer had ridden in one.

The platform launched in 2020 and went on everything from water bottles to office walls to the film above, which sees the world the way a self-driving car does.