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TAUR: Own Your City
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Los Angeles may be home to Bird and Lime – the giants of e-scooter rental – but now it’s home to TAUR, a new brand challenging the status quo, launching today with a digital-first campaign produced with local talent by Untold Fable. For their first campaign ‘Own Your City’, TAUR has partnered with Untold Fable as a digital-first content production company who have utilised their decentralised global network of talent to produce the campaign both locally and with local talent to authentically tell their story. The 75-second film was filmed in TAUR’s native Los Angeles. Directed by Alfredo Vidal, a first-generation Hispanic-American director born and raised in the city, the short film tells the story of non-traditional ‘transport’ in LA and shows that big city living need not come with travel pains. The film depicts a typical LA commuter’s experience - characterised by buzzing traffic, sweaty bike riders and frustrated commuters - and the stark contrast between a TAUR rider who enjoys an easy, breezy ride home into the suburbs, fresh-faced and sweat free. All this while bringing home a tub of unmelted ice cream from the convenience store, demonstrating a smooth and fast ride.
Head of Production Becci Ride |
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