Black, British + Proud is an artistic photo-series that champions the Black British identity in partnership with Uber UK. Presented on billboards across London, and in UK national print media (Evening Standard, Metro, The Sun, & Daily Mirror), the series features portraits of members within Uber’s Black community, including Partner Drivers, and Uber staff.
Launched during Black History Month UK 2020, the photo-series publicly reaffirms the statement: I’m Black and I’m proud, in a uniquely British way.
Black, British + Proud pays homage to the post-colonial African photo studio tradition as a point of departure, subtly referencing the practices of pioneer photographers such as Seydou Keita, Malick Sidibe, Samuel Fosso, Sory Sanle, amongst others. In the wake of independence from colonial rule, these photographers aimed to capture everyday citizens, with an air of celebration and joy through portrait photography. In this practice, these pioneers dignified the subjects, bringing to life their personalities and championing their characters through fun styling, backdrops and animated poses.
In light of the marginalisation of Black people globally, Black, British + Proud is a localised and contemporary continuation of this tradition, adopting a visual language, through portrait photography, set design, styling, motifs and symbols, depicting the pride of being a Black Briton. The series holds particular relevance for Uber’s Partner Drivers, who are at the heart of everything Uber does. Black, British + Proud, aims to shine and celebrate these personalities, who are central to Uber.
The series is an exploration of Black Britain navigating through time and space, referencing the past, present and future, posing the critical question: how did we get to where we are, and where are we going? Black, British, + Proud reimagines and celebrates spaces where Black British identities are developed, nurtured, and freely expressed. Each curated set is titled with an affirmation, capturing the feeling and essence of the journey.
Set 1: I ARRIVE
- A play on the 70s Caribbean Front Room, pioneered by the Caribbean Diaspora and adopted by African Diaspora. A visual relatable to many Black Britons and a place of pride.
Set 2: I AM GROUNDED
- An abstract representation of the council estate which is a space common to large portions of Black Britain. Whilst often accompanied with negative depictions, the series exalts the space, spotlighting the beauty of the setting, and instilling pride in this significant, homely environment.
Set 3: I SHINE
- Black people’s aesthetic identity has been the basis for years of racial trauma, therefore I Shine, is another reminder for Black people to take ownership of and pride in their visual appearance.
Set 4: I DREAM
- A meditation on hybridity, drawing on the many voices, cultures, and perspectives that will make up tomorrow’s Black Britain.
“Partnering with Black@Uber, Uber’s community for Black employees and allies, has given us the opportunity to tell a timely and relevant story around the Black British identity. There are so many stories from Black British communities to share, but there’s something quite special in focussing on Uber’s Black community, especially Partner Drivers, as people across Britain engage with these drivers on a regular basis. Honing in on these individual identities and taking a moment to spotlight and champion both Partner Drivers and the Black@Uber team is an important reminder to respect, appreciate, and value each and every voice that makes up what Black Britain is today”
- Tobi Onabolu, Creative Director
Read the full write up on https://www.uber.com/gb/en/u/black-history-month/
TALENT
Frank
Funke
Siddy
Olu
Vienna
Biaba
George
Erin
Omar
Amos
TEAM
Creative Director: Tobi Onabolu
Photographer: Karis Beaumont
Editor(s): Dylan Aroloye & Tobee Oyeleye
Production Manager: Gabriella Lafor
Runner: Maudisa King
Gaffer: Joseph Nkadi
Set Designer: Tejumola Adenuga
Assistant Set Designer: Gabrielle Oke
Stylist: Ramario Chevoy
Stylist Assistant: Joshua Arimoro
HMU Artist: Olamide Feuga & Onome Meraki
HMU Assistant: Esther Ekolie
Production Assistant: Neneh Kumar
