Urban Stories
As the UK's leading on-demand massage app, the core of Urban's business was care. It came through again and again in customer reviews: stories of therapists going above and beyond for a client's elderly parent, or the manicurist who felt like an old friend by the end of an appointment.
I wanted to bring some of the real people behind those stories into the brand. We photographed four Urban customers in their own homes and places that mattered to them, creating a library of photography and film for the website, app, paid media and future campaigns.
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Developed a customer-led campaign rooted in Urban's brand positioning
Selected and shaped stories across massage, beauty and physio
Created narratives for four real Urban customers
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Identified gaps in the existing image library
Planned photography and film for multiple channels
Created a reusable asset library for future campaigns
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Sourced photography and videography talent
Managed casting and a four-location London shoot
Oversaw delivery from shoot through post-production
One shoot, many applications.
From social proof at the consideration stage of the booking journey, to seasonal content themes, the shoot solved content gaps across Urban's website, app, paid social and campaigns.
Photography by Jennifer Moyes, videography by Jonathan Clifford, email designs by Jessie Cohen.