Melbourne Event Photography: Uber Clubhouse at Middle Park Bowls Club
Uber has turned one of Melbourne’s oldest lawn bowls clubs into the ‘Uber Clubhouse for Seniors’, a free two-night pop-up to get Victoria’s senior citizens mingling and bowling, all in the name of bringing Uber’s senior-friendly features to life. The experience was conceived and created by Uber Australia’s PR and comms agency History Will Be Kind and executed in collaboration with Curious Nation.
Bare feet, lawn bowls and new connections on the green. Uber Clubhouse brought a fresh energy to Middle Park Bowls Club, and Tommy Creative was there to photograph it. As a Melbourne event photographer, these are the experiences we love covering: a thoughtful brand concept, a welcoming setting and real people getting involved.
Bringing Uber Clubhouse to life
Part of the Victorian Seniors Festival, Uber Clubhouse invited older Australians and their loved ones to enjoy lawn bowls, food, drinks and hands-on help with Uber’s senior-friendly features.
Created by History Will Be Kind and delivered alongside event production agency Curious Nation, the activation used a familiar social setting to help guests feel more confident exploring the app.
Tommy Creative provided photography for the event, capturing an experience built around community, connection and independence.
Brand activation photography with people at its heart
A successful activation gives people something to experience. The photography needs to communicate what that experience felt like.
For us, that means looking beyond logos and installations to the people bringing the event to life. The expressions, interactions and spontaneous moments help an audience understand why an activation mattered.
Our approach to brand activation photography in Melbourne balances that human element with the wider campaign story. We consider how the setting, branding, activities and guest experience work together, creating a visual narrative that feels natural while keeping the brand recognisable.
Event imagery that works beyond the day
For PR agencies, event producers and marketing teams, photography has a job to do long after the final guest leaves.
A considered event gallery can support media outreach, organic social posts, website updates, internal communications and future project presentations, within the agreed usage.
That’s why we start with the brief. Understanding the intended audience, priority moments and delivery deadlines helps us plan coverage around the content your team actually needs.
From wider views that establish the experience to candid interactions and thoughtful details, variety gives your team more ways to tell the story.
A Melbourne event photographer for brands and agencies
Tommy Creative works with brands, PR agencies and event teams to photograph live experiences across Melbourne.
Whether you’re planning a community activation, product launch, corporate event or retail pop-up, we bring a people-first approach and an understanding of the commercial brief behind it.
We work with your team to establish the key shots, coverage requirements and turnaround before the event, including fast-track image options when your communications need to move quickly.
Planning a brand activation or event in Melbourne?
Explore our event and brand activation photography or get in touch with Tommy Creative to discuss your brief.
Project credits
Brand: Uber
PR & Community Engagement: History Will Be Kind
Event Production: Curious Nation
Photography: Tommy Debenham / Tommy Creative
