The lesson
State the challenge and the idea briefly, then let the work itself, shown large, do the persuading.
The move
"Uber For Business" tops a short intro and film player, then short blocks headed The Challenge and The Idea ("Show that we deeply understand the trials and tribulations of the travel manager"). The rest is mostly visuals: a type-and-color tile, a black 24/7 headline panel, a row of social cards, a pull quote and a subway-platform ad.
Why it works
- Our readStating the challenge and the idea in a sentence or two each leaves most of the scroll to the campaign work, so the page rests on what was made.
- Our readShowing the same line across social cards and a station poster proves the idea travels across formats without describing it.
- Our readThe client quote follows the social cards, so it reads as confirmation of the work just shown.
What not to copy
Don't copy the dark navy art direction or the exact section names; they suit a creative agency. Keep the ratio of short context blocks to many screens of finished work.
