Uber Stunt

In Brazil, there’s a very popular saying: “let’s plan to make plans.” It’s what people say when they run into someone they know and promise to meet up soon, even though it’s unlikely to ever happen. The same goes for when someone invites you out, you reply “let’s go!” (“bora!”, which means “let’s go” in Portuguese), but never actually show up.

Uber tapped into this cultural quirk to launch a playful campaign where “bora” really meant going.
Using artificial intelligence, the company scanned TV shows for episodes where the word “bora” was spoken.
If someone spotted one, they could message a custom bot created by the brand and earn discounts on future Uber rides.

The film’s flow concept follows the same logic as a trip on Uber, a timeline that goes from a starting point to an end point. Just like in the app, where the circle marks the departure, the line represents the journey, and the square indicates the destination, the film mirrors this visual path.

This structure naturally aligned with the aesthetics of 2D motion design, which led us to embrace that approach. We already had an established art direction from the brand, which made the process smoother since the guidelines for design, typography, and visual flow were clearly defined.

To emulate some scenes from TV shows, we generated specific clips using AI. On top of those, we applied a finishing layer with small dots to match the overall look and feel of the film. We also created 3D elements to add depth to certain scenes and make transitions more engaging, always staying true to Uber’s art direction.

All these elements come together to create a smooth and cohesive flow. The film feels light, moves quickly, and keeps things visually playful. It’s fun to watch, holds your attention from start to finish, and lands the message in an energetic and memorable way.

Now you know, if you spot a “bora“, let the Uber team know!