Creating culturally resonant content and experiences for the world’s leading brands

Uber Advertising today announced it would launch an in-house Creative Studio, dedicated to helping premium brands tap into cultural moments that inspire deeper consumer connections. The Studio will focus on crafting rich storytelling and immersive brand experiences across the Uber and Uber Eats platforms, helping brands reach an in-demand audience that values creativity and connection.

Having already successfully launched on-demand bespoke activations – for leading beauty, entertainment, beverage, and cosmetics brands – the Studio now formalizes this capability within Uber Advertising’s suite of offerings. Its mission will be to partner with brands to create original, culture-first moments that are seamlessly integrated into the Uber experience – both digital and through on the ground activations – matching how Uber users engage with the world. These campaigns are designed to surprise, delight, and leave a lasting impression. 

The Creative Studio is now open to select partners who aspire to shape the cultural moment, not just advertise in it.

“A world-class consumer experience and strong brand trust are essential to an effective advertising platform,” said Kristi Argyilan, Global Head of Uber Advertising. “Our platform offers both—enabling us to redefine how brands connect with consumers. With the Creative Studio, we’re elevating what’s possible by developing consumer-first campaigns that deliver on client goals and resonate with Uber’s global audience.”

Recently, La Mer partnered with Uber Advertising during this year’s Miami F1, giving an insight into the type of ‘disruptive’ activations the Creative Studio will focus on. Uber Premier riders had the chance to ‘Go Home with La Mer’ in an ultra luxury vehicle – with surprise complimentary gifts from La Mer inside the car. The partnership added an interactive element to La Mer’s year-long campaign heroing their evening skincare products, including The Rejuvenating Night Cream. Following on from the campaign’s success, La Mer gifts will also be available to select visitors to the Uber Advertising Villa at the 2025 Cannes Lions Festival of creativity. 

“La Mer’s collaboration with Uber Advertising showcased the powerful fusion of cultural relevance and innovative brand storytelling,” said Amanda Jones, Vice President, Marketing for La Mer North America. “This partnership enabled us to engage with a highly valuable audience through an immersive and unexpected brand activation, highlighting the effectiveness of creative activations in deeply connecting with consumers.”

Another custom campaign that validated the unmatched potential of Uber Advertising’s bespoke activations was Diageo’s Holiday carolers. The campaign brought holiday magic directly to Uber Eats users through the ability to simply order a caroler and/or Christmas tree directly to their doorstep. 

“Uber Eats continues to be an incredible part of Diageo’s eCommerce growth strategy. We are still at the early stages of awareness that spirits can be ordered online,” said Ramy Hamid, eCommerce Director, Diageo North America. “Creative programs like Carolers break the traditional mold driving both awareness and conversion for our brands.” 

Elsewhere, Swifties have been surprised and delighted with Ulta Beauty samples as they made their way to concerts on board Ulta Branded Uber Shuttles. The partnership created a fun way for Ulta to connect with younger audiences and help them showcase self-expression through creating their personal tour look. 

New research from consumer insights company GWI also unveils the real-life impact such activations may have, given Uber’s natural connection with and understanding of a substantial consumer audience – nicknamed ‘Gen Uber’ – and their affinity for brands that value connection and creativity. For example, Gen Uber under-indexes on TV viewing, but is more likely to engage in ‘IRL’ experiences – such as sports and exploring the world. This suggests they are more likely to prioritize and engage with real-world movement, experience and connection over passive consumption. On average, Gen Uber is also around 65% more likely to use on-demand services across professional services, home services and telehealth.

Universal Pictures Brazil will be among the first brands to officially partner with Uber Advertising’s newly established creative studio. 

For more information about Gen Uber, visit The rise of Gen Uber: the culture-driving consumer shaping the on-demand world.