NYC Taxi

I taxi-pilled myself while working on this campaign.

As I started listing the advantages of taking a cab over its ride-share competitors, I realized just how many legitimate gripes I had with them: meaningless wait times (don’t we get enough of that from the NYC subway?) surge pricing, drivers randomly canceling your ride...

It became clear that the best angle was to exploit the vulnerabilities of the ride-share renaissance.

Technology has given us a lot. But as anyone who has ever been locked out of an account because they forgot they’d enabled two-factor authentication can attest, sometimes technology overcomplicates things.

Sometimes the simplest solution is still the best one: raise your hand.