if you’ve ridden in an nyc taxi anytime in the last 2 years or so, you’ve seen this spot playing on the car’s screen. to combat the rise of the ride sharing apps, nyc taxi launched the ‘ride yellow’ & ‘drive yellow’ campaigns. two different spots were planned for release as part of the campaign. we were brought on early on the process to assist with the initial creative, direct the casting process, and handle production and post- production. despite budget and time constraints, we were able to feature 6 locations, in multiple nyc boroughs, over a 2 day shoot. never underestimate a good production coordinator.
we cast 4 parts for the ‘ride yellow’ shoot. we had a business man, a tech guy, and two girls out on the town, each pushing a different advantage of riding new york city’s yellow cab system vs. a ride sharing company. because this spot was intended to play on ‘taxi tv’, which has a cramped aspect ratio, we framed the shots quite differently than we would have for a widescreen deliverable.
NYC TAXI
NYC TAXI
NYC TAXI
the ‘drive yellow’ spot was focused on driver recruitment, and would run on regional television. so they’d feel connected, we structured both commercials in a similar fashion, with each on camera talent speaking directly to camera, and incorporated a similar gfx treatment.
NYC TAXI
NYC TAXI