Bringing this ambitious project to life required a distinct creative approach.
“We drew inspiration from contemporary culture in broad strokes that are universally relatable, while incorporating local nuance,” explains Cyril Louis, creative director of R/GA Singapore, who collaborated with Uber to produce the work.
For the music in the videos, the creative team decided upon an ‘80s-tinged, hip-hop, synth-pop sound for the original compositions. Each track was designed to be mixed and matched with individual data points.
“[This sound] allowed us to create something quirky, cool, and beat-driven that complemented the visual style while being modular,” explains Pim Lai, an associate creative director at R/GA. The songs also had to be constructed in a way that could be easily spliced and paired with matching lyrics.