It's Like Magic✨

In San Francisco people experience Cruise driverless rides for the first time, sharing their reactions along the way.

It’s difficult to convince hesitant or skeptical people to take a driverless ride for the first time, but we learned that hearing real feedback from real people is the most effective way to persuade people to give it a try. Cruise created an entire campaign out of real rider quotes to build awareness in San Francisco. Residents were invited to take their first Cruise rides, and their honest, funny, excited, and candid reactions were turned into a social media, and digital outdoor, campaign.

This campaign came together in record time. As Creative Director, I guided this project with conviction to ensure that pre-pro, filming, and post-production happened as seamlessly as possible. My team was focused on all aspects of the campaign from coordinating riders, partnering with Cruise operations, rigging cameras in vehicles, and designing the final deliverables.

CREDITS//
Creative Direction: Madeleine Maguire & Rachel Templin
Graphic Designer: Desirae Rivera
Motion Designer: Brady Baltezore