Uber Newsroom has announced the launch of an in-house Creative Studio by Uber Advertising, designed to assist premium brands in creating immersive, culture-driven campaigns. The initiative aims to enhance consumer engagement across Uber and Uber Eats platforms.
According to a press release from June 9, the Creative Studio will build on previous bespoke brand activations conducted for companies such as La Mer, Diageo, and Ulta Beauty. The Studio's mission is to craft original campaigns that merge digital storytelling with on-the-ground experiences. Kristi Argyilan, Global Head of Uber Advertising, said that the Studio enables brands to shape cultural moments and deliver creative campaigns that resonate beyond traditional advertisements.
The press release outlines previous activations similar to those planned by the Creative Studio. These include La Mer’s Miami F1 luxury car gifting campaign for Uber Premier riders, which will be featured at the 2025 Cannes Lions Festival; Diageo’s holiday campaign allowing Uber Eats users to order holiday carolers and Christmas trees; and Ulta Beauty’s partnership offering branded samples via Uber Shuttles at concerts. These collaborations are designed to create immersive experiences that engage users more deeply with brands.
Research from consumer insights firm GWI identifies the "Gen Uber" audience as more inclined towards in-person and creative experiences than traditional TV viewing. According to Uber Newsroom, Gen Uber consumers are 65% more likely to use on-demand services and prefer brands valuing culture, connection, and real-world interaction. The Creative Studio intends to cater to these consumers by developing activations that integrate seamlessly into Uber’s mobility and delivery platforms.
Uber operates globally in over 70 countries with services including ridesharing, food delivery, and logistics. As reported by its official newsroom, Uber Advertising has rapidly expanded by leveraging its user base's reach and engagement. With the introduction of the Creative Studio, Uber aims to provide data-driven advertising solutions that connect digital and real-world experiences for millions worldwide.