Uber launches in-house Creative Studio to deepen brand engagement
- Perry Richardson
- Jun 9
- 2 min read
Updated: Jun 10
Uber Advertising has launched a new in-house Creative Studio aimed at helping premium brands engage consumers through culturally relevant campaigns. The initiative is designed to create storytelling experiences across the Uber and Uber Eats platforms, offering a way for advertisers to connect with audiences who value innovation and interaction.
The Creative Studio builds on previous bespoke activations developed for clients in the beauty, entertainment and beverage sectors. These tailored campaigns are now a formal part of Uber Advertising’s offer. The studio will work with brands to design creative content that fits seamlessly into the Uber journey, both on-screen and in real-world settings.
According to Uber, the focus is on helping brands shape culture, rather than simply advertising within it. These activations will be exclusive to select brand partners who are looking for new ways to reach consumers.
Kristi Argyilan, Global Head of Uber Advertising, said the new studio allows Uber to push the boundaries of how brands interact with users. “Our platform enables us to redefine how brands connect with consumers,” she said. “With the Creative Studio, we’re elevating what’s possible by developing consumer-first campaigns that resonate globally.”
The new offering follows campaigns such as La Mer’s collaboration during Miami’s F1 weekend. Uber Premier riders were driven home in luxury vehicles featuring La Mer gifts as part of a broader campaign promoting its evening skincare range. La Mer will also continue the partnership at the 2025 Cannes Lions Festival with further product giveaways.
Another example includes Diageo’s holiday campaign, where Uber Eats users could order carolers or a Christmas tree to their door. According to Diageo’s eCommerce Director Ramy Hamid, the approach supported awareness that spirits can be ordered online, and also helped drive sales.
Other campaigns include Ulta Beauty’s partnership with Uber to reach concert-goers. Riders on Ulta-branded Uber shuttles received samples and were encouraged to create their own concert look, targeting a younger demographic through experience-based engagement.
Recent data from GWI supports the shift in approach. The research firm found that Uber’s audience – referred to as ‘Gen Uber’ – is less likely to watch traditional TV and more inclined towards real-world experiences. This group is also significantly more likely to use on-demand services, suggesting a strong alignment between Uber’s capabilities and brand goals that prioritise immediate, immersive connection.
Universal Pictures Brazil is among the first official partners for the Creative Studio, marking the start of broader brand collaborations set to follow.
