SUPER PUMPED: THE BATTLE FOR UBER // CREATIVE CAMPAIGN

Overview

Shaped and launched a disruptive campaign for Showtime’s Super Pumped: The Battle for Uber, a series chronicling the meteoric rise and fall of Travis Kalanick and Uber. The campaign’s bold visual identity captured the chaos of disruption, winning a Gold Clio Award and cementing its place as a standout in entertainment marketing.

CONTEXT

The story of Uber demanded a campaign as audacious and provocative as its subject. This wasn’t just about promoting a series, it was about visually embodying the ruthless culture of disruption, while spotlighting an ensemble of A-list talent in a way that felt both cinematic and combustible.

OBJECTIVES

Create an unapologetically bold campaign that highlighted the all-star cast while framing Uber’s rise as both thrilling spectacle and cautionary tale. The goal was to position the series as a cultural commentary as much as entertainment, a mirror held up to Silicon Valley’s ambition and excess.

SOLUTION

I led the creative system around the theme of “disruption.” Our first release, the infamous Rear Ended artwork, set the tone: brash, irreverent, impossible to ignore. We extended that disruptive ethos across OOH, print, motion, and digital, amplifying tension and spectacle while keeping the ensemble cast at the center of the story. A full-scale photo/video shoot brought the actors into the world of the campaign with striking portraits and bold narrative-driven visuals.

MY ROLE

As Creative Director, I defined the campaign vision and directed creative across every channel. I had the opportunity to direct A-list talent alongside a renowned photographer on set, shaping both performance and imagery for maximum impact. I orchestrated internal teams and agency partners across art, motion, and digital, ensuring a seamless creative arc from concept to delivery.

IMPACT

The campaign made an immediate mark, earning industry recognition with a Gold Clio Award for key art. Beyond accolades, it helped elevate the series itself into cultural conversation. Critics described the show as a “flashy, high-octane Uber saga” and a compelling dramatization of Silicon Valley's excesses and ethical edges. The Guardian called Joseph Gordon-Levitt’s portrayal of Travis Kalanick both “ruthless” and tragic, while Vulture noted its unapologetically bold tone and sharp dialogue captured the zeitgeist of tech hubris. Together, the campaign and the show reinforced Showtime’s reputation for ambitious, provocative creative that spans narrative and design.

KEY ART

CHARACTER ART

DIGITAL OUT OF HOME

THE TRAILER