With the introduction of rideshare companies like Uber and Lyft came big problems for the cab industry. Customers quickly began to prefer the ease of finding a ride and paying for it through an app. Enter Riide, a Washington DC cab company who developed an app that lets you call and pay for a cab just like the rideshare guys. The big difference, Riide never charges surge pricing. Building on Riide’s strongest point of difference we created Surge, a memorable character who made sure customers got the point they’d never have to pay surge prices when they hitched a ride - with Riide.

We developed social content, streaming radio, Out of Home, and video featuring Surge and all his hilarious and infuriating reasons for charging you surge pricing. This campaign is one of my favorites because I was able to work with my big brother Chris who produced the entire campaign. He even found Surge’s awesome green low-rider!