Uber Eats
Uber Eats is a global food delivery platform connecting people to local restaurants and cuisine. I led the creative direction for an Uber Eats holiday campaign across the U.S. and Canada, one of the first major opportunities to bring the newly rebranded Eats to life. The work marked a deliberate shift away from graphic, object-focused food photography toward a more editorial, human-adjacent approach. The photography style set a precedent that continues to inform the brand today, including an ongoing relationship with the photographer across subsequent campaigns.
Team:
Copywriter: Addie Diradoorian
Producer: Corinna Banda
Photographer: Marcus Nilsson
Food Stylist: Maggie Ruggierro
The Brief and The Idea
In partnership with a copywriter, I developed an integrated holiday campaign designed to work across channels during the December holidays and into New Year’s Eve and Day. The idea celebrated the role food plays in holiday traditions, even as those traditions change. The campaign centered on a single holiday gathering, with each dish and detail captured as a different view into the same shared moment. Motion and color variations extended the scene, allowing the work to stay fresh and flexible while maintaining a connected, inclusive story.
The Campaign in Action
The campaign came to life across in-app, paid social, email, print, and display, meeting people wherever they encountered Uber Eats during the holiday season. Each execution pulled from the same shared feast, ensuring the work felt cohesive even as it adapted to different formats and moments.
