In Japan, delivery partners often move through the streets unseen, anonymous, and sometimes dismissed.
Behind the Bag was a concept developed and presented to Uber Japan, designed to reveal the people behind the deliveries through portraits, films,
and wearable design. The work aimed to show not just the service, but the faces, stories, and dignity of those who make it possible.
Role: Concept, Art Direction, Copy
Behind the Bag
Outfits
I created apparel for delivery partners that went beyond the usual “ad T-shirt.” The pieces were designed to feel natural, stylish, and versatile clothes that matched their lifestyle and could be worn in daily life without feeling cringe or overly promotional. The goal was to make them part of the new positioning, giving them apparel they’d actually want to wear, on and off the job.
VR Cup Holder
To make this idea even more engaging, I wanted to create a Cup Holder that turns into a VR Cardboard,
allowing you to see/track your own delivery trip from a POV before coming to your house.
App Banner
