Concept and creative process
Titles for ‘Rides’, Carole Hayman's drama about a mini-cab firm run by women. The title sequence established Jill Baker in her role as Patrice Jenner, the founder of the cab business, together with the classic American cars which were the company’s signature feature and its animated neon logo, filmed with the style and flair of a television commercial by Daniel Barber, who went on to make his name in that field.