The spot, which sees a young couple jumping through different date scenarios, exemplifies how Uber provide effortless transport solutions, allowing the protagonists to seamlessly move from one heart-fluttering moment to another.
Addressing the classically awkward and relatable moments of dating, the spot hones in on the first unsure introduction before humorously depicting the inevitable first-date clumsiness.
Quickly followed by an ‘acceptance-of-each-others-flaws’ moment, resulting in a laughable clothes swap, the ending is a nostalgic moment of romantic acknowledgment as they share an Uber home.
The team, led by Mill Producer Tim Lyall and creatively directed by Mill Creative Director Dan Williams, planned the whole project in an extensive previs, ensuring that the vision of Director Kim Gehrig could come to life seamlessly in this slick spot.
Mill 3D Lead Artist Francois Roisin comments; ‘CG was an essential part of pre-production for this project as it guided the shooting crew to plan the best possible camera positions and transition speeds.
The two-week pre-vis period not only provided time to plan the logistics of the cameras on set, but to assess what choreography would be required.
We shot across both handheld and crane cameras to maximise the seamless feel throughout, before making it our mission in post-production to ensure that this was clearly communicated visually. We then crafted the Uber city bird's-eye view at the very end, mimicking the playful behaviour of the cars on the Uber app.’
Mill 2D Lead Artist James Mac adds; ‘Director Kim Gehrig had a very distinct vision for the final product, enabling us to work to very defined guidelines.
It was very important for the piece to flow seamlessly through the many scenes as per the nature of the spots narrative, requiring us to stitch together nine different shots in post to ensure the spot played as a seemingly uninterrupted take throughout.
Some transitions required total reconstruction and alignment of two 3D cameras, further complicated by the presence of live acting talent in the takes. However, the finished product only goes to shows how these types of challenges can be overcome and the end result can be something fantastic.
It was a truly collaborative project in all aspects, and we have created something wonderful in a very short amount of time, with the end film being something we feel truly proud of.’