Cruise, San Francisco
Cruise As You Are
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Cruise As You Are is a brand campaign centered upon the insight that in the absence of a driver, people feel empowered to bring their full authentic selves to their ride.
My role: As brand manager, I wrote the brief for this campaign and oversaw it from top to bottom working closely with our in-house creative team and our agency partners (Avocados & Coconuts on production and BrainLabs on media). We chose three vignettes derived from riders with a use-case for late-night autonomous ridehail - a nurse, a transgender woman, and a mom and her daughter - to showcase the psychological safety that Cruise can provide.