Rerouting Uber

What’s the best way to tell a reinvention story? Openly, honestly and from the inside. That’s exactly what Uber chose to do by partnering with The Atlantic’s creative arm, Re:think. In this two-part, multi-platform campaign, I was charged with telling the most authentic and engaging story possible by interviewing several Uber employees throughout the company who were reshaping one of Silicon Valley’s most important and influential brands. This branded content campaign underscores the idea that there is not only opportunity in challenging circumstances, but also a chance to ask: What kind of company do we want to be?