QI2

Aug 2026

Transport evolution is rarely told with such rhythmic intentionality as seen in the latest creative outing from Yes& for QI2, titled We're Doing This Now. This documentary project masterfully pivots from the chaotic, horse-clogged streets of 1894 New York City—where the Great Manure Crisis served as a grim footnote to equine dependency—to the sleek, electrified efficiency of contemporary mobility. By utilizing a compelling cinematic lens, the film bridges the gap between historical archival footage and modern infrastructure, effectively positioning the brand as the logical successor in our shared urban narrative. The piece leans into a nostalgic aesthetic, yet it avoids mere period-piece sentimentality by anchoring its visual language in the high-contrast textures of early twentieth-century architecture and fashion. A standout live-action technique provides a seamless bridge into the current era, where shifting focus toward modern technology cables signals a clean break from the past. The resulting campaign functions as both a history lesson and a statement of intent for the ride-sharing and vehicle rental industry, moving with deliberate slow motion to emphasize the gravity of the shift from biological to mechanical transport. By contrasting the cobblestone grit of the nineteenth century with the promise of future travel, the narrative demands the viewer acknowledge that the way we traverse our cities is currently undergoing its most significant transformation since the invention of the combustion engine.

Documentary, Cinematic, Nostalgic

Live-action Technique, Slow motion

Vehicle Rental & Rideshare, Travel & Hospitality