Uber · 2024–2025
Uber Taxi:Superpower
Executive Creative Director · Japan
The original Superpower platform: ordering a taxi reframed as a subtle everyday superpower: the launch that taught Japan a new behavior.
Problem
In Japan, taxi hailing is habitual and crowded with incumbents. Uber Taxi needed to justify switching by making app-based control feel meaningfully different from street hailing.
Western ride-hailing stories sell disruption. Japan rewards familiarity, comfort, trust: then action.
Solution
We dramatized ordering a taxi as a subtle superpower: a simple gesture, visual escalation, no app explanation: across an integrated TV and digital campaign, extended by nostalgia-led social films with 80s magician Mr. Maric.
Results
+16.9% sign-up growth and +27.2% RFT growth in the first four weeks; +143% social conversation uplift; sustained month-over-month rider growth in Kanto; each Mr. Maric film passed 10 million views.
タクシーを、思いのままに。
Master your ride.
01: Taxi Comes to You
The launch TVC: control, certainty, and calm: without explaining the app.
02: TVC :15
The idea compressed to fifteen seconds.
03: PR interview film
The campaign explained in the words of the people who made it.
05: In-car monitor 4:3
The idea rebuilt for the screen riders actually face.
06: DOOH 16:9
The functional message at street scale.
07: DOOH 9:16
The same message, rebuilt vertical.
08: Behind the scenes & PR
How the platform was made, and how Japan talked about it.
09: Mr. Maric: Card Edition
Calling an Uber as a real magic trick. 10M+ views.
10: Mr. Maric: Coming Edition
The second film in the series: same trick, escalated.
Results
04: Comic superhero edit: social cutdown
The superpower idea redrawn for the feed.