It would just be me.

I’d bring in traditions like move-in day, first game days/tailgates, and late-night study sessions, since those are moments when students actually need rides. For landmarks, I’d highlight popular dorms, libraries, student unions, and local hotspots around campus.The campaign could follow a “day in the life” or “back to school reset” theme-showing students using Uber to get to class, go out with friends, or get home safely after events. This keeps it relatable, campus-specific, and tied directly to how students already move through their routines.

I start by studying the brand’s content, tone, and target audience to understand their style and messaging. Then I match that through visuals, editing, and language-whether that’s more polished and elevated or casual and relatable. I also follow any brand guidelines closely and incorporate key themes, while still keeping the content authentic so it feels natural and engaging.