Lyft
Website
2020
Creative lead and designer
Created while at Hello Monday
Photos and videos by Even/Odd
Awwwards, SOTD
Awwwards, Developer Award
The FWA, SOTD
Creative Circle Awards, Gold in Campaign Sites & Apps
Creative Circle Awards, Shortlisted in Craft - Website Design
With a large number of Lyft’s drivers immigrants, the rideshare company set out to celebrate their stories as part of their campaign, "Cities Talk Back: America is an Idea, Not a Geography." To honor these vignettes, we created an interactive digital experience of drivers’ stories from captured video, photography, and audio. Our output successfully lived up to the campaign name.
Concept
Upon landing in on the website, the user sees short, close-up videos of American immigrants. The user scrolls up to zoom out, and the faces get smaller to form a patchwork of the American flag. This demonstrates that immigrants like Lyft drivers make up the very fabric from which the U.S.A. is woven.
"This country was founded on the idea of the American Dream,” says José, a DACA recipient and driver whose story is featured in Borderlands, "Anybody can make something better for themselves."
Navigation
The site is fairly simple. We wanted to present the video content in its best possible way and created a horizontal scroll to better fit the 16:9 format.
"Seeing a car that’s abandoned and left for dead, I can bring that car back to life. For some of us, that’s kind of a representation of yourself ー your struggle. That’s what lowriding is."
Wilson, aka “Punch” ー Lyft Driver
The stories
A big part of the website was its content. We worked closely with production company Even/Odd on content and how to utilize it throughout the site. After the introduction to the experience, users have the opportunity to dig deeper into some of the amazing immigration stories Lyft drivers have to tell.
