Capital.com | Antony Shepherd

Concept & Content Creation

Social Campaigns

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Experiential & Event Design

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 +35% 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

Item Title

The work elevated Blacklane’s brand positioning, cementing its place as the top choice for premium chauffeur services that combine luxury with sustainability.

$60M

Investment Secured

The strength of the campaign helped reinforce Blacklane’s vision and credibility, supporting the successful securing of $60 million in investment, funding that will fuel further expansion and innovation in sustainable mobility.

The Execution

We developed “Dream Big. Drive Less.” — a campaign that blended bold visuals with a strong emotional hook.

Striking creative assets across OOH, social, and digital platforms.
Short-form video content designed to spotlight both the luxury service and eco-friendly innovation.
High-impact placements in strategic locations like DXB Airport and Palm Jumeirah to reach business travelers at the right time.

The Challenge

Blacklane, a global chauffeur service, needed to stand out in a highly competitive B2B transfers market. Their new all-electric fleet in the UAE required awareness and differentiation from standard luxury transport. Without a distinctive message, their advantage risked being overlooked.

The Plan

As the Creative Director, my role was to create a campaign that elevated Blacklane’s positioning, highlighting the exclusivity and quality of their electric fleet. We needed a clear message that would resonate with premium travelers and global business leaders, ensuring Blacklane became synonymous with luxury and sustainability.