ANTONY
SHEPHERD
BLACKLANE
The Success
100%
increase in demand
A 100% increase in demand during the launch period, fueled by bold creative, premium placements, and precise targeting that helped Blacklane stand out in a crowded market and capture the attention of high-value travelers.
+38%
increase in ride frequency
The campaign delivered a +38% increase in ride frequency for the all-electric fleet, proving that travelers not only noticed the message but actively chose Blacklane more often.
No. 1
Premium EV Chauffeur, UAE
The campaign positioned Blacklane as the default choice for travellers who want luxury and sustainability in the same ride.
$60M
Investment Secured
Proof of demand de-risks a raise. By doubling ride volume and cementing Blacklane as the region's premium EV chauffeur, the campaign strengthened the growth story behind a $60M investment in the fleet's expansion.
The Execution
"Dream Big. Drive Less." held the whole contradiction in four words. Dream big, the ambition, the status, the arrival. Drive less, the restraint, the electric truth, the quiet flex. One line, both halves, no compromise. From there:
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Striking creative across OOH, social, and digital, built to feel premium first, green second
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Short-form film spotlighting the service and the innovation as one story, not two messages
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High-impact placements at DXB and Palm Jumeirah, reaching business travellers in the moments status is most felt
Case Studies
Brand, campaign, and experiential work for some of the region's most demanding names.
The Challenge
Luxury has always sold more. Sustainability asks for less. Blacklane's all-electric UAE fleet had to make a premium audience want both at once, in a B2B transfer market where every competitor claims the same discretion and polish. The electric advantage was real. Without a message that made restraint feel like status, it would read as a compromise, not an upgrade.
The Plan
As Creative Director, I set the positioning: make going electric the flex, not the sacrifice. The strategy reframed the fleet from an eco-choice into a signal of taste, the kind of quiet, forward decision a certain traveller wants to be seen making. Reach premium travellers and global business leaders where status is already the currency, and make sustainability part of it.
Brand, campaign, and experiential work for some of the region's most demanding names.
Case Studies