Uber celebrated its second anniversary in Mumbai earlier this month, and the company marked the occasion by celebrating the hustle and bustle that makes the city of dreams special. Produced by Supari Studios, the film ‘What Moves Mumbai’ says in line with Uber’s earlier theme to #KeepMumbaiMoving.
The video was launched in personalised mailers sent out to all Uber users in Mumbai along with a few incentives and discount schemes around the city. Along with the mailer there was a link directing consumers to Uber's Newsroom presenting the video as well as highlighting some of Uber’s achievements in the city over the last two years.
In terms of treatment, the video incorporated 15 time lapses shot across the city of Mumbai and used tilt shift lenses to give a miniature effect to the video. The overarching voice over along with this bird’s eye view of the city gives the feeling of someone from above giving their perspective of the city and its inhabitants.
Shailesh Sawlani, General Manager, Uber India said, “It's been two years since Uber launched in Mumbai and it's been a fantastic journey. We've been through a lot of ups and downs, but what has remained constant is the support and encouragement we've received from the people of this city. We wanted the video to be all about the city, capturing the soul of Mumbai. The team at Supari Studios has done a phenomenal job at it.”
Akshat Gupt, Co-Founder, Supari Studios said, “The objective of this video was to create a film that shows the sights and sounds around Mumbai, and highlight that this city with its 22 million people is always on the move. In order to show the scale of the city, we thought the best technique to use was to fake a miniature model of Mumbai by using tilt-shift lenses. We created the effect in the camera itself keeping the height of the vantage point as well as the size of the objects in focus in mind. By doing this, we didn’t need to use any special effects or editing tools to create the miniature effect in the video.”
You can watch the film here:
Produced by Supari Studios
Director: Hitesh Jadhwani
Lead Producer: Mitali Sharma
Executive Producers: Advait Gupt and Akshat Gupt
DOP: Siddharth Srinivasan
2nd Unit DOP - Akshat Gupt
AD: Shubham Sanap
Assistant Producers: Ankit Shah
Line Producer: Nikhil Rajanlad
Offline Edit: Amrit Ramakrishnan
Colour Grading - Aditya Tawde
Logo Animation - Asad Ali
Voice Over: Rahul Mulani
Sound Mix and Sound Design - Zain Calcuttawala & Siddharth Talwar
Spot: Ilyas Bhai