Uber Eats

Client

Uber Eats

Services

Narrative Video Campaign

Location

UAE

Year

2025

Uber Eats wanted to go beyond convenience and connect people to the very core of their platform — the riders. Not the uniforms, but the human stories underneath the helmets. So we created The Riders Behind the Ride — a raw, cinematic tribute that turned everyday delivery moments into emotional storytelling.

Over a tight three-week timeline, we interviewed real riders, wrote a heartfelt screenplay using their words, and shot across a 12-hour window from dusk to dawn. The result? A video that struck a chord across social platforms, amassing nearly half a million views within days — and sparking a movement of recognition, empathy, and respect for delivery workers across the region.

The challenges

Humanize a traditionally overlooked workforce without leaning into cliché. Capture the soul behind the service — while juggling fast turnaround times, non-actors, and real locations. Deliver a piece that feels as authentic as it is impactful, and as cinematic as it is documentary.

The Solutions

We flipped the narrative. The riders were the story. Their voices, not ours. Their moments, not staged. With a real-location shoot stretching 12 hours, we followed them through the city’s rhythm — golden hours, quiet dawns, and chaotic streets. Sound and music carried the pulse of their journey, while the visuals honored their grind. No filters, no fluff. Just truth, heart, and craft.

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