Waymo—formerly the Google self-driving car project—makes it safe and easy for people and things to get around with autonomous vehicles.
And Waymo One is the world’s first autonomous ride-hailing service, available 24/7 to the public now.
But yeah, we get it: futuristic, autonomous robo-cabs can raise an eyebrow and anxiety levels.
So the goal was to demonstrate to people across key U.S. cities (San Francisco, Phoenix, and Los Angeles) how Waymo One seamlessly integrates into everyday life while highlighting safety, convenience, and innovation.
Awareness, trust and engagement were key to success.
Waymo partnered with a diverse group of lifestyle content creators with strong local ties and engaged communities across TikTok and Instagram. The content highlighted:
Storytelling, humor and relatability were key to landing the content pillars of safety, convenience, accessibility, and trust-building.
One post stood out though, from a supremely multi-talented creator/ entrepreneur: Sooraj Saxena. Usually reluctant to endorse brands, he accepted the collaboration because Waymo’s values aligned with his own and the concept stirred something essential within him. Within us all.
DELIVERY
Sooraj interpreted the brief, the Waymo One service, and the experience in a wholly unique way.
His artistry behind the lens matched his depth of reflection, challenging us all with one question: when it comes to your life, who is really in the driver's seat?
Sometimes the most autonomous thing we can do is stop moving. Through Waymo One's driverless rides, Sooraj discovered that solitude isn't optional – it's essential. Without a driver to engage with, this quiet moment became a mirror, showing him how often he runs on autopilot. In this one, pure driverless moment, he found what we all need: space to hear our inner voice and stop navigating life on others' terms.
Waymo One becomes something more after this reflection, more than a ride-hailing service: a distractionless space for solitude. For self-discovery.
A new use case so eloquently expressed in 102 beautiful seconds.
On its own, it’s hard to calculate the direct impact Sooraj’s video has had on the ongoing Creator campaign for Waymo.
However it was by far the organic top performer with the highest number of comments and exceptional RER (Reach Engagement Rate), a metric that signals how actively engaged audiences are with content per reach or views.
From 1 post:
12.69% RER significantly exceeds typical influencer/ creator engagement rates, comparable to some of the most successful creator campaigns.
Audience adulation
Perhaps best of all, Sooraj shared something vulnerable about himself that so many others simply could not drive past:
🗨️“I hope everyone who sees this realizes that this is simply a masterpiece. Love your work and your style 🤍”
🗨️”Wow. If brand deals where filmed with this much detail, and integrated like this, I would sit through and actually watch them. That was so well created man! Well done!”
🗨️”Collaboration is key. What I love about this collab is that it is so subtle not in your face yet kept me glued to the whole driverless aspect without losing focus on the message being delivered.”
🗨️“Bro didn’t even changed his art style for a sponsor! True to his talent and message. What an inspiration 🔥❤️. Amazing sponsor by the way. Very well fkng done 👏👏👏👏”
🗨️“That’s it I’m using @waymo 🔥”
🗨“you're my unpaid therapist👌🏾”
🗨“Amazing! Great message and promo. Love waymo, and it’s perfect to just reflect, plan.”
🗨“Ahh smoothest. As everyone says..it’s always about the journey not the destination. With your pace I’ll say just enjoy and let things come to you like waymo did ❤️”
🗨️”This is so beautifully written Sooraj! The gift that keeps on giving 🙌🏽”
🗨️”This is so beautifully done!! And so proud of you getting ALIGNED sponsored work 👏🏼👏🏼👏🏼”
🗨️”This is the perfect collab/sponsor for you. Excellent work. Keep shining Sooraj 💛✨”
🗨️“ive never seen you do a sponsor but thats such a creative way to integrate that. i understand how important sponsors are for content creators and i feel as though you've felt guilty about monetising it. but this is it. stop trying to analyse the path and take care of yourself. its also amazing how the inner voice dissappears once you say you need to stop analysing the message that you're sending people. thats so amazing”
