Global Fan Campaign - Uber x Manchester United

Client: Manchester United
Commissioned by: Uber
Production Company: COPA90
Production Partner: COPA90
Featured Talent: Manchester United 
Filming Location: Old Trafford, Manchester, England 
Equipment: Sony FX6 with Canon EF Lenses
Format: 16.9 & 9:16 for socials

As a trusted camera and unit directing partner for high-profile brand campaigns, Kumo London was brought on board by COPA90 to contribute directorial and cinematographic work for Uber’s global sports partnership with Manchester United, the brand’s first campaign of its kind. Uber’s aim was to enhance match-day experiences while building emotional connection with United’s fanbase. This content strand involved filming fan-focused scenes, stylised inserts and interviews for a digital-first branded campaign, distributed to global audiences across 30+ countries.

Our role included working with a mix of footage styles, from digital night shoots to Super 8 textures, blending elevated aesthetics with raw authenticity.

STRATEGIC INSIGHT

Large-scale sports campaigns need a blend of local authenticity and technical precision. Our Manchester unit directed and filmed inserts, interviews and stylised Super 8 texture shots crafted to integrate seamlessly with COPA90’s editorial flow for Uber’s global rollout, giving agencies modular, campaign-ready assets that scale without losing brand intimacy.

WHY THIS MATTERS

When a global sports brand activates its audience, content must resonate locally yet perform globally. Our work supplied Uber × Manchester United with culturally rooted visuals and clean editorial assets, enabling agency teams to cut, adapt and deploy them across diverse markets helping the campaign engage millions of fans worldwide.

SERVICES PROVIDED

- Captured intimate interviews with Manchester United supporters, enhancing emotional resonance

- Mixed contemporary digital cinematography with film-style Super 8 to create editorial texture

- Directed unit scenes to fit seamlessly within Uber x Manchester United’s global campaign narrative

- Aligned with COPA90’s storytelling voice and Dadbods’ cinematic tone

- Supported a campaign reaching 569 million global fans

RELATED WORK

See more of our cinematography work below:

• EA Sports’ FIFA 20 launch campaign - B-Engaged: Provided video editing services for B-Engaged’s high-impact launch visuals for EA Sports’ FIFA 20, cutting multi-camera content of professional players, brand partners and gaming culture into a global-ready asset package for agency roll-outs and sports brand activations

• Rollerscape: Social-driven campaign content designed for destination marketing teams and brand managers, blending stylised videography with event-capture agility. Showcased Wembley Park’s skate nights with cinematic energy optimised for cross-platform distribution

• Fitbit Premium: Lifestyle-driven branded film integrating production with motion-graphic UI overlays to elevate Fitbit Premium’s health tracking offer. Produced agency-ready campaign assets for use across paid, organic and in-app channels

• The Booker Prize Awards 2022: Prestige event producer and camera operating services for one of the UK’s most recognised cultural awards. Delivered multi-camera DOP coverage and broadcast-grade edits, enabling agencies and literary brands to connect with global audiences through premium content. Ideal for agencies and brand teams seeking proven DOP and production services for literary events

Need cinematography content for your sports, events and branded campaigns?

Let’s shape it together. Get in touch with Kumo London.