Uber Eats · 2026

Uber Eats:Baseball

Executive Creative Director · Japan

Joining the ritual of Japanese baseball instead of sponsoring it: if you can't miss a moment, why not Uber Eats?

Problem

When the game gets good, hunger becomes a real problem: leaving for food risks the one thing you can't get back: the moment.

This wasn't a hunger problem, it was a FOMO problem: fans won't trade a live moment for a trip to the kitchen, so the idea had to preserve the moment, not just feed people. A global platform idea, built for Japanese fandom specifically, not localized after the fact.

Solution

An escalating sports comedy (the family that left for food, a foul ball, a chase through spectators, players, and a dog) resolving on the fact that Uber Eats would have saved them. Key visuals built as genuine collectible trading cards, not OOH styled to look like them: unified layouts, bold typography, player signatures, premium variants, each keyed to a real position with its own line ("if you don't want to miss the strikeout show…"). The social cut ran on misread gestures between a couple watching together: dialogue-light, mute-friendly, built to be understood with the sound off.

Results

:30 hero film plus :06 and :15 cutdowns that compress the idea into one repeatable line; a trading-card key-visual system built for collecting, not just viewing; a social format built for rewatching on mute.