GO get 2026

Go Get is Uber’s yearly product launch. It opens with a video that sets the tone for the event, reminds viewers where we came from, and gives a preview of what’s to come.

We ran post production with ntropic’s Erica Poat and Hiroshi Endo with Eben at Eleven Studios on the mix and of course Tu Phan, Creative Director.

The challenge here with a found-footage based project was that we were writing and changing scenes up until picture lock. So when the “young people doing karaoke” shot wasn’t long enough, we could either keep looking for karaoke videos or reconcept that scene altogether and start from square one with footage sourcing. This was somehow freeing and extremely frustrating all at once!

I also had the idea to use AI to give us more options. For example, we didn’t have a video of the Uber helicopter but we did have a photo—so we used AI to make it move. These are ways I started to bring AI into the production process to fill gaps we otherwise couldn’t fill.