Faces Behind Wheels

2022

Project Background:

This is a creative marketing project, with a video and a series of posters, promoting top-rated Steer ESG's food delivery drivers, attracting new drivers, and bonding the driver community. All participants are genuine drivers from Steer ESG's driver crew.

Role:

Project Lead, story script, video editing, graphic design

Challenge:

This was the first project where I led both the ideation and execution. Throughout the process of ideation, cross-departmental collaboration, scriptwriting, filming, and delivering the final presentation to leads and teams, my team and I encountered notable challenges but also acquired invaluable experience.

Cross-Functional Teams:

Graphic Design intern, driver management team

Timeline:

3 weeks

Posters

We invited five drivers of diverse genders, ages, and backgrounds to be the protagonists of this campaign, coordinating their break times to participate in the filming. During the selection process, we specifically chose drivers with high ratings, excellent reviews, standout performance, and strong rapport within the driver community. After the collaboration, we offered tokens of appreciation to express our message to all drivers: “Your efforts are always seen.”