Lyft, The Way Home
Spring 2023
Role
Creative Lead
Context
Lyft Business was a big revenue driver for the company at large, but our creative team was not resourced to support this area of the business. Most marketing materials used by Lyft Business were leftovers from brand marketing, and the team had no use cases to share with prospects.
Product Insight
Lyft has products not just for riders and drivers, but also for big companies and local shops alike.
Creative Insight
Lyft Business marketing doesn’t have to feel stuffy, it can feel like brand marketing too.
Spring 2023
Role
Creative Lead
Context
Lyft Business was a big revenue driver for the company at large, but our creative team was not resourced to support this area of the business. Most marketing materials used by Lyft Business were leftovers from brand marketing, and the team had no use cases to share with prospects.
Product Insight
Lyft has products not just for riders and drivers, but also for big companies and local shops alike.
Creative Insight
Lyft Business marketing doesn’t have to feel stuffy, it can feel like brand marketing too.
Results
Inspired by a real story, we wanted to showcase how an independent record store in Manhattan that delights their customers using Lyft. We created an organic campaign alongside an editorial experience to show the world that businesses can use Lyft products too.
The sales team fell in love with the film and reported that showing, not just telling, real customer stories has made a tremendous impact on the way they pitch the Lyft product. Additionally, it’s opened up doors for imagining Lyft business opportunities (AKA more than just rides to and from the airport).
Credits
VP: Karin Onsager-Birch
GCD: Claudia Pendleton
CDs: Claire Hartinger (Art) & Alex Solarte (Copy)
Producer: Ellen Black
Senior Copywriter: Taylor Tokarz
Senior Designer: Giselle Matz
Production Company: Even Odd
Inspired by a real story, we wanted to showcase how an independent record store in Manhattan that delights their customers using Lyft. We created an organic campaign alongside an editorial experience to show the world that businesses can use Lyft products too.
The sales team fell in love with the film and reported that showing, not just telling, real customer stories has made a tremendous impact on the way they pitch the Lyft product. Additionally, it’s opened up doors for imagining Lyft business opportunities (AKA more than just rides to and from the airport).
Credits
VP: Karin Onsager-Birch
GCD: Claudia Pendleton
CDs: Claire Hartinger (Art) & Alex Solarte (Copy)
Producer: Ellen Black
Senior Copywriter: Taylor Tokarz
Senior Designer: Giselle Matz
Production Company: Even Odd
While we couldn’t use real album artwork due to licensing restrictions, we designed the “hero” record to highlight Lyft’s product benefits. We also designed every record featured in the film, sourcing names and artwork from across the company and tweaking each one to feel like it came from a different era, genre, or artist. The result is a piece of art in itself, with a cohesive color story that subtly complements the Lyft brand.
