russ garcia
russ garcia
digital producer, austin tx

russ garcia

self portrait.jpg

Digital producer. Copywriter.

 
 

currently:

Uber Technologies, Inc.

 

Let's talk about:

Digital media production (photo, video, podcast)

Web (Uber Blog, Uber Dotcom)

Social strategy (channel / content)

I live in Austin, TX and I like working on creative projects. Sometimes these projects are for my day job at Uber—sometimes just for fun.

When I'm not behind my computer or camera, I'm likely riding my bike in east Austin, eating tacos, or swimming at Barton Springs.

Not currently available for freelance projects.

russ@russgarcia.com

IG: @adventu.russ

Portfolio


ACL Music Festival (Uber)

Created for, and property of, Uber Technologies Inc.

Created for, and property of, Uber Technologies Inc.

As the Official Ride of ACL Music Fest, I led Uber’s online and offline integration at the festival; owning content production for Uber channels and partner-owned channels for riders, drivers, and general population. As Lead on rider & driver content strategy and production, my responsibilities included:

  • Media producer

  • Copywriter

  • Content strategist (web, email, social, video)

  • Content Project Manager

Through my leadership, our content team produced a top-performing blog post and higher-than-benchmarks social engagement.


South by Southwest (Uber)

Created for, and property of, Uber Technologies Inc.

Created for, and property of, Uber Technologies Inc.

South by Southwest is a preeminent event for technology and music in the US; and posed an interesting problem to solve from a campaigns and content perspective. This distributed, de-centralized festival creates many operational complexities, with road closures and downtown gridlock, so we had a to take a new content approach. I directed our content campaign as:

  • Content Strategist (Lead)

  • Copywriter for all rider/driver deliverables

  • Stakeholder Management (Marketing Legal, Uber Greenlight Hub, Uber Operations)

  • Digital producer (all assets, photos, audio)

Additionally, Uber was not the official partner for the festival which required creative ways to engage riders and drivers in a relevant way.


Uber Partner Podcast

Created for, and property of, Uber Technologies Inc.

Created for, and property of, Uber Technologies Inc.

I led the development and production of the Uber Partner Podcast and distributed across the southern United States. The first iteration of this podcast was an interview-style production between an Uber General Manager and a local driver-partner. On the Uber Podcast, I was directed our team of five as:

  • Lead Producer (led a team of five other Marketing Managers/producers)

  • Writer (outlines, scripts, narrative bridges)

  • Sound Designer (sourced all audio tracks/scores with music vendor. Created sound as needed)

  • Editor (Adobe Audition)

The second, current, version of the podcast is narrative, documentary-style storytelling, with higher production and various subject matter experts per episode.


Driver Storytelling Videos (Uber)

Created for, and property of, Uber Technologies Inc.

Created for, and property of, Uber Technologies Inc.

As an initiative within Uber’s Driver Marketing Strategy, I led production of three videos to highlight drivers in local markets who pursue a locally-relevant passion. As Lead Content Strategist, Digital Producer, and Copywriter for these projects, I owned concept ideation, partnership strategy, stakeholder management/approval, and distribution for the following videos:

The goal of these videos is to engage active riders and drivers to build a human connection with Uber as a brand.


Driver Acquisition Campaign, Facebook (Uber)

Created for, and property of, Uber Technologies Inc.

Created for, and property of, Uber Technologies Inc.

In collaboration with Uber’s Operations & Analytics team, we identified a need for driver acquisition ahead of the largest annual event in San Antonio, TX: Fiesta San Antonio. After a series of discussions with Marketing stakeholders, it became clear that I would own this project, which isn’t normally part of my day-to-day. As owner of this Paid Acquisition campaign I was acting:

  • Project Manager

  • Digital Producer

  • Copywriter

This project was made in collaboration and approval with our event official partner, Fiesta, as the official rideshare partner.

The World On My Back

FPO photo: Unsplash

FPO photo: Unsplash

Creator, TheWorldOnMyBack.com. A content series (video & blog) sharing my 10-month journey through Peru, Bolivia, Chile, and Argentina in 2012.

  • T-shirt production and sales, “What would you do if you knew you couldn’t fail” boards. Wordpress blog

  • Youtube channel

This project has taken a hiatus but may continue in the future.


FPO

Created for, and property of, Uber Technologies Inc.

Created for, and property of, Uber Technologies Inc.

FPO:

  • FPO

FPO.

FPO