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      <image:caption>Take a ride along with Boz as she tells the fantastic tale of her Once Upon A Ride with Uber.</image:caption>
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      <image:title>Film - Gap Project Reindeer</image:title>
      <image:caption>Gap asked for a creative approach to promoting their annual holiday sales event. We thought, 'What better to sell apparel than reindeer?' So we traveled to the frozen tundra of wintertime Minnesota, attached GPS trackers to a herd of reindeer and used their movements to determine which items to put on sale. To promote the campaign, we made this video by filming the herd over a period of three days in sub-zero temperatures and, in the process, learning the finer points of reindeer behavior.</image:caption>
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      <image:title>Film - Special Harvest</image:title>
      <image:caption>We got up early - like farmer early - to shoot this film promoting Muir Glen's small batch special harvest organic tomatoes. I don't always eat tomatoes but when I do I eat Muir Glen. You should too.   Role: Director</image:caption>
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      <image:title>Film - Google Pages Chocolate</image:title>
      <image:caption>Google wanted to tell businesses big and small about the benefits of using G+ Pages to connect with their customers. We filmed the UK's Cadbury (the big) and San Francisco's Dandelion Chocolate (the small) and created this video telling the story of how G+ Pages has enhanced their businesses.   Role: Director</image:caption>
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      <image:title>Film - Audi Trick or Treat</image:title>
      <image:caption>Audi wanted a viral video to promote the advanced nightvision system available in its new A6. We created this Halloween-themed film that was eye-catching, humorous, and informative. Audi liked it so much they decided to run it not just on youtube but on national television. So in a reversal of traditional media distribution our viral video was repurposed into a broadcast spot.   Role: Director</image:caption>
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      <image:title>Film - Levi's Shawn Yue</image:title>
      <image:caption>How do you Live In Levi's? Hong Kong star Shawn Yue visits Levi's Eureka Lab and customizes his Levi's to reflect his personal and musical style.   Role: Co-Director with Chris Searl of Monster Children</image:caption>
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      <image:title>Film - Target Hamilton Wood Type</image:title>
      <image:caption>Target's designers were looking for inspiration for their new Fall collection. They visited the Hamilton Wood Type Museum to explore the largely undiscovered vintage wood type archives. We thought this presented a unique opportunity to create a compelling story about Target and the nature of authenticity. We suggested making a film about the visit which would play across Target's social media channels and create some buzz about the upcoming collection. The interest generated by the film was so great that Target decided to implement a comprehensive campaign promoting the concept and collection - and the Vintage Varsity collection found its way onto billboards, print media and television.   Role: Director &amp; 2nd Camera</image:caption>
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      <image:caption>Autodesk software had always been seen as powerful but bland - a functional tool for engineers. We wanted to shift that perception and tell the story of how their software could inspire and empower the imaginations of engineers, architects, designers, and creators and take design to unprecedented levels. The AKQA Film+Motion team conceived, designed and created the video by combining 2D motion design and animation with advanced 3D models.   Role: Creative Director</image:caption>
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      <image:title>Uber - Da Republic of Brooklyn Trailer - A Spike Lee Joint</image:title>
      <image:caption>Uber Presents: Da Republic of Brooklyn - A Spike Lee Joint A series about the hustle &amp; heart Uber drivers bring everyday on the streets of Brooklyn - brought to life by Spike Lee</image:caption>
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      <image:title>Uber - Da Republic of Brooklyn Trailer - A Spike Lee Joint</image:title>
      <image:caption>Uber Presents: Da Republic of Brooklyn - A Spike Lee Joint A series about the hustle &amp; heart Uber drivers bring everyday on the streets of Brooklyn - brought to life by Spike Lee</image:caption>
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      <image:title>Uber - Da Republic of Brooklyn Trailer - A Spike Lee Joint - Uber Presents - Da Republic of Brooklyn - Domingo</image:title>
      <image:caption>Domingo</image:caption>
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      <image:title>Uber - Da Republic of Brooklyn Trailer - A Spike Lee Joint - Uber Presents - Da Republic of Brooklyn - Sunny</image:title>
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      <image:title>Uber - Da Republic of Brooklyn Trailer - A Spike Lee Joint - Uber Presents - Da Republic of Brooklyn - Rodney</image:title>
      <image:caption>Rodney</image:caption>
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      <image:title>Uber - Da Republic of Brooklyn Trailer - A Spike Lee Joint - Uber Presents - Da Republic of Brooklyn - Keith</image:title>
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      <image:title>Home - Uber Presents</image:title>
      <image:caption>Uber had a situation. Riders were feeling disconnected from drivers. As a result, the trip experience felt transactional and brand favorability was declining. To change that we created Uber Presents, a short film platform focused on bringing to life the personal and, often, amazing stories of the people behind the wheel.  Our doc-style filmmaking allowed these stories to break free of traditional marketing and focus on the many diverse and compelling reasons folks chose to drive. The resulting films are as unique, powerful, emotional, and humorous as the drivers themselves.</image:caption>
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      <image:title>Home - Uber Presents</image:title>
      <image:caption>Uber had a situation. Riders were feeling disconnected from drivers. As a result, the trip experience felt transactional and brand favorability was declining. To change that we created Uber Presents, a short film platform focused on bringing to life the personal and, often, amazing stories of the people behind the wheel.  Our doc-style filmmaking allowed these stories to break free of traditional marketing and focus on the many diverse and compelling reasons folks chose to drive. The resulting films are as unique, powerful, emotional, and humorous as the drivers themselves.</image:caption>
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      <image:title>New Gallery - Uber Presents: My Riders, My Writers</image:title>
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      <image:title>New Gallery - Uber Presents: My Riders, My Writers</image:title>
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      <image:title>New Gallery - Uber Presents: Big Homie</image:title>
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    <lastmod>2026-02-11</lastmod>
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      <image:title>Contact</image:title>
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      <image:title>About - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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    <loc>https://www.mikemurraywork.com/about-2</loc>
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    <lastmod>2023-06-13</lastmod>
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    <lastmod>2026-05-05</lastmod>
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      <image:title>Home - Uber Presents</image:title>
      <image:caption>Uber had a situation. Riders were feeling disconnected from drivers. As a result, the trip experience felt transactional and brand favorability was declining. To change that we created Uber Presents, a short film platform focused on bringing to life the personal and, often, amazing stories of the people behind the wheel.  Our doc-style filmmaking allowed these stories to break free of traditional marketing and focus on the many diverse and compelling reasons folks chose to drive. The resulting films are as unique, powerful, emotional, and humorous as the drivers themselves.</image:caption>
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      <image:title>Home - Da Republic of Brooklyn - a Spike Lee Joint</image:title>
      <image:caption>For many drivers, Uber is the perfect side-hustle. And nobody knows more about hustling than Spike Lee, aka Da Mayor of Brooklyn. So when we got the opportunity to work with him on a short film series about Uber drivers &amp; couriers doing the Brooklyn hustle, we jumped at the chance. Spike embodied the side-hustle vibe by diving headlong into the production - hand-selecting the drivers, running the crew rag-tag through the streets of Brooklyn (he’s an extremely fast walker), spending late nights in the edit, and even bringing in Bruce Hornsby to do the music.     The resulting series, Da Republic of Brooklyn, was a national campaign that included a film festival hosted by Spike at BAM in Brooklyn. Truly a one-of-a-kind showcase of the heart and hustle that drivers bring every day to the streets of Brooklyn.</image:caption>
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      <image:title>Home - Gap - Project Reindeer</image:title>
      <image:caption>Gap asked for a creative approach to promote their annual holiday sale event. We thought, ‘What better way to sell apparel than reindeer?’ So we traveled to the frozen tundra of wintertime Minnesota, attached GPS trackers to a herd of reindeer and used their movements to determine which items to put on sale. To promote the campaign, we made this video by filming the herd over a period of three days in sub-zero temperatures and, in the process, learned many of the finer points of reindeer behavior.</image:caption>
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      <image:title>Home - Autodesk - Imagine</image:title>
      <image:caption>Autodesk software had always been seen as powerful but bland - a functional tool for engineers. We wanted to shift that perception and tell the story of how their software could inspire and empower the imaginations of engineers, designers, and creators and take design to unprecedented levels. The AKQA Film+Motion team conceived, designed, and created this video by combining 2D motion design and animation with advanced 3D models.</image:caption>
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      <image:title>Home - Uber - Once Upon A Ride</image:title>
      <image:caption>Uber rides are mostly pretty basic. A trip from point A to point B. But sometimes they are unexpectedly magical. A driver and rider who are long lost old high school friends, an aspiring DJ drives an interested music producer, or even a baby being born in the back seat (it happens!).  We created the animated storytelling platform, Once Upon A Ride, to share those stranger than fiction experiences. To launch the series, we shared a fantastic and fateful ride taken by Bozoma St. John one evening in Austin - guest starring Iggy Pop!</image:caption>
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      <image:title>Home - Levi’s - Live in Levi’s</image:title>
      <image:caption>How do you Live in Levi’s? This campaign celebrated the ways folks could customize an iconic brand to reflect their unique, personal flavor. We brought that idea to life by filming stars’ styling sessions at the famed Levi’s Eureka Lab, showcasing their Live in Levi’s transformations.</image:caption>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/53afa905e4b0d582f5d36b87/6f6c5513-a4bf-4a61-9bff-f14e95cc0942/Uber+Moving.jpg</image:loc>
      <image:title>Home - Uber - Moving the World</image:title>
      <image:caption>This global campaign shared stories about the many compelling ways in which Uber drivers &amp; Uber Eats restaurateurs have created change across the world - moving people and things forward.  Shot in 10 different countries, in 8 different languages, the spots showcase the ways Uber has powered the aspirations of its drivers, couriers, and restaurateurs and how they, in turn, have inspired millions of others.</image:caption>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/53afa905e4b0d582f5d36b87/cf2ff10c-3392-40a8-af4f-2bdc13689dc7/rio.jpg</image:loc>
      <image:title>Home - Uber - Rio Love Letter</image:title>
      <image:caption>Uber loves Rio (who doesn’t, right?) To celebrate that feeling, we took a ride around one of the most beautiful, spirited cities in the world - capturing the people and places that bring its rhythm to life.</image:caption>
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      <image:title>Home - Target - Hamilton Wood Type</image:title>
      <image:caption>When looking for inspiration for their new Fall collection, Target's designers visited the Hamilton Wood Type Museum to explore the largely undiscovered vintage wood type archives.  We thought this presented a chance to tell a story about Target and the nature of authenticity which could play across Target's social channels and create some buzz about the upcoming collection. Turned out that the interest generated by the film was so great that Target implemented a full interactive campaign promoting the concept and collection - and the Vintage Varsity collection found its way onto billboards, print media and television</image:caption>
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      <image:title>Home - Uber Pro Rewards</image:title>
      <image:caption>The Uber Pro Rewards program provides some unexpectedly great opportunities to its most loyal drivers, like free college tuition for drivers and their family members.  To launch the program, we captured the personal stories of drivers who planned to use the education to achieve different goals and move their lives forward.</image:caption>
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      <image:title>Home - Google+ Chocolate</image:title>
      <image:caption>Google wanted to tell businesses big and small about the benefits of using G+ Pages to connect with their customers. We filmed the UK's Cadbury (the big) and San Francisco's Dandelion Chocolate (the small) and created this video telling the story of how G+ Pages has enhanced their businesses and helped all of us chocolate lovers get more of what we love.</image:caption>
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      <image:title>Home - Uber - Pandora Launch</image:title>
      <image:caption>When Uber partnered with Pandora, it gave drivers creative license to play DJ for their riders - giving riders a bespoke trip experience, driven by their unique musical tastes. To give this launch film a memorable them, we used an all-time earworm, the song Call Me Maybe. Sorry…not sorry!</image:caption>
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      <image:title>Home - Audi - Trick or Treat</image:title>
      <image:caption>Audi wanted a social video to promote the advanced nightvision system available in its new A6. We created this Halloween-themed film that was eye-catching, humorous, while still being informative. Audi liked it so much they decided to run it not just on social but on national television. Spooky fun!</image:caption>
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      <image:title>Home - Uber Lux</image:title>
      <image:caption>Go in style. To promote the launch of the Uber Lux service in Italy, we created a spot steeped in the sumptuous experience of a high-end, luxury ride. It’s the film that launched a million lux rides in Italia.</image:caption>
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      <image:title>Home - Uber - Unhappy Hour</image:title>
      <image:caption>You know what sucks? When your team loses the Super Bowl. You know what makes it (a little bit) better? The Uber Unhappy Hour - a promotion that gives fans of the losing team a free Uber ride home for an hour after the big game. This campaign of :15 spots is a fun, humorous look at how Uber gives fans something to feel good about even when they’re not in a cheering mood.</image:caption>
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