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Uber “Boxes” 2017

Uber “Boxes” (2017) is an Uber commercial directed by Adam Berg for Forsman & Bodenfors, produced by Indio. It won 6 awards, including Epica 2018 Gold Communication & Public Services, Cannes Lions 2018 Film Bronze and Eurobest 2017 Bronze Film B06: Travel, Transport & Leisure.

In a world where everyone is stuck inside a cardboard box, Uber offers a way to move freely and connect with others, transforming the city into a vibrant, accessible place.

Video: Uber on YouTube

Shot by shot

  1. An establishing shot of a sprawling city skyline with numerous skyscrapers under a cloudy sky, with the sun setting on the horizon.© Uber0:00
  2. A man in a suit and suspenders, wearing a large cardboard box around his waist, walks out of a parking garage entrance on a sunny day.© Uber0:05
  3. A man in a suit and suspenders looks around a maze of cardboard boxes, while a woman in a red shirt walks past him.© Uber0:11
  4. A low-angle shot shows the legs and feet of several people walking, carrying cardboard boxes, on a concrete floor in an indeterminate interior space.© Uber0:18
  5. A man in a light blue shirt and dark tie stands on a cardboard box, surrounded by many other people also in cardboard boxes, moving along a street.© Uber0:26
  6. Two men, one in a brown jacket and the other in a pink shirt with suspenders, are playing in cardboard boxes in an alleyway.© Uber0:31
  7. A diverse crowd of people walks on a busy city street, with a young man in a white shirt and suspenders looking down, and a large sign with red arrows in the background.© Uber0:39
  8. A wide shot shows a large crowd of people, mostly men, walking through a city street, each encased in a cardboard box, under a bright sky.© Uber0:43
  9. A man in a suit and glasses looks surprised as he is surrounded by a crowd of people carrying cardboard boxes outdoors.© Uber0:49
  10. A woman in a peach suit and pearl necklace looks around with a confused expression, surrounded by stacks of cardboard boxes in a warehouse.© Uber0:55
  11. A man in a pink shirt and striped tie, surrounded by people wearing cardboard boxes, struggles to move forward on a busy street.© Uber1:00
  12. A man in a yellow shirt and dark pants falls from a balcony onto a pile of cardboard boxes in a crowded city street.© Uber1:06

Stills © Uber. Made by Forsman & Bodenfors, Indio and Adam Berg.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

People stuck in boxes represent urban immobility; Uber unlocks cities.

Tagline: “Unlocking Cities Together”

dystopian citypeople as objectsmetaphorical obstacletransformative solutionmusical numbercity as character

The cut

Length
80 s
Shots
52
Average shot
1.5 s

What creatives use Uber “Boxes” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Uber “Boxes”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    An establishing shot of a sprawling city skyline with numerous skyscrapers under a cloudy sky, with the sun setting on the horizon.© UberA man in a suit and suspenders, wearing a large cardboard box around his waist, walks out of a parking garage entrance on a sunny day.© UberA man in a suit and suspenders looks around a maze of cardboard boxes, while a woman in a red shirt walks past him.© UberA low-angle shot shows the legs and feet of several people walking, carrying cardboard boxes, on a concrete floor in an indeterminate interior space.© Uber
    Frames from Uber “Boxes”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Uber “Boxes” in order, with its length, framing and what happens in it.

    An establishing shot of a sprawling city skyline with numerous skyscrapers under a cloudy sky, with the sun setting on the horizon.© UberA man in a suit and suspenders, wearing a large cardboard box around his waist, walks out of a parking garage entrance on a sunny day.© UberA man in a suit and suspenders looks around a maze of cardboard boxes, while a woman in a red shirt walks past him.© UberA low-angle shot shows the legs and feet of several people walking, carrying cardboard boxes, on a concrete floor in an indeterminate interior space.© UberA man in a light blue shirt and dark tie stands on a cardboard box, surrounded by many other people also in cardboard boxes, moving along a street.© UberTwo men, one in a brown jacket and the other in a pink shirt with suspenders, are playing in cardboard boxes in an alleyway.© Uber
    Length: 80 s · Shots: 52 · Average shot: 1.5 s

  3. 03Ad ideas: every spot built on a dystopian city

    Before you present an idea, you need to know who has done it, and how.

    Uber “Boxes” is built on a dystopian city. Search the library by idea to see every spot that uses it.

    Woolmark “Wear Wool, Not Waste”© WoolmarkFda “Straw City”© FdaMeta Reality Labs “Become The Knight”© Meta Reality LabsFirst Union Bank “Noise”© First Union Bank
    Woolmark · Fda · Meta Reality Labs · First Union Bank

More commercials by Adam Berg

More from Forsman & Bodenfors

Award-winning tech commercials

Questions

Who directed the Uber “Boxes” commercial?

Adam Berg directed it, produced by Indio, for the agency Forsman & Bodenfors.

Which agency made Uber “Boxes”?

Forsman & Bodenfors created it for Uber (2017).

What awards did Uber “Boxes” win?

6 awards, including Epica 2018 Gold Communication & Public Services, Epica 2018 Gold Online & Mobile Services, Epica 2018 Gold Transport & Tourism and Cannes Lions 2018 Film Bronze.

What is the tagline of Uber “Boxes”?

“Unlocking Cities Together”

Sources for the credits and awards

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Uber “Boxes” (2017) Commercial by Adam Berg: Credits, Awards & Stills