Uber sponsored the 34th annual ESFNA (Ethiopian soccer) tournament, held in Seattle in 2017. A large percentage of Uber's driver-partners in Seattle are Ethiopian, so this was a way to support the community and celebrate their culture during Ethiopians' week.
We created storyboards of moments we wanted to capture, and spent a day interviewing Ethiopians and seeing their culture up close. We wanted as much of their vibrancy and kindness to come through as possible—and there was no shortage of those qualities! They made the story we imagined easy to bring to life.