Safe to ride in a Hala again
#5
ART DIRECTION, GRAPHIC DESIGN, VIDEO EDITING & COMPOSING | CLIENT: HALA
Hala is an e-hail transportation company based in Dubai, United Arab Emirates. The service is available only on the Careem App, a proprietary app of Careem Networks FZ-LLC, a subsidiary of Uber.
This campaign served to inform our social media followers and Hala riders that it is safe to ride in a Hala once more, due to the implementation of Covid safety measures with the help of the data and interviews.
The Operations team briefed us (marketing team) on this project, which included Head of Brand, Digital Marketing, Content Creator, Marketing Associate and Design Lead (myself). I conceptualized this campaign, utilizing 3 videos with live action interviews of our riders sharing their experience, who were once hesitant to use our services had their opinion changed.
The purpose was to create awareness about how our riders feel about riding in a Hala following Covid and the decontamination and hygiene procedures in place. The idea was based on the concept that Hala wanted Dubai to start moving again after the lockdown. I created an infographic using data procured from the Data Analysts, following the brand guidelines and experimenting with new brand identity elements like the patterns. This carousel was adapted for Instagram stories and Facebook ads as well as animated for Instagram.
I art-directed the shots to ensure the brand guidelines were followed. I put the video composition together that included the titles, edited footage, audio, closed-captioning, logo transition and call-to-action animation. Additionally, I adapted the approved video into two other dimensions. The video footage was edited in Adobe Premier, the final video was completed in Adobe After Effects and the illustrations were created in Adobe Illustrator.