Bacardi Reserva Ocho Rum is not just any rum—it's a drink with a history and taste deeply tied to the world around it. We recently worked on a set of spots for Bacardi that captured the storied past of the rum that has mythical beginnings.

2018 was quite the year for all of us here at The Lift. From mind-bending projects with collaborators new and old to exciting ventures within the industry, we continuously brought the best creative visions out into the world while redefining what it truly means to work in production.

Can you hear that? It's the sound of the holiday season and the many merry spots that come with it. Leading the charge is "Christmas Fool," a whimsical wonder directed by our friend Ian Pons Jewell.

Working in the creative sphere means that no day is ever the same—especially when it comes to the role of a producer. And in this month's spotlight we got the chance to talk with one of The Lift's top producers, Magali Sagarra. From her industry beginnings to some of the craziest projects she's worked on, Magali's pedigree of projects certainly lends itself to excitement all around.

Our recent work for Svedka is a prime example of the exciting opportunities that arise when creatives come together. Eager to share more about the project, we caught up with Francesca Lentini, a producer behind the Svedka spot, to hear more about the creative process, her favorite moments, and more!

Secret Deodorant has many superpowers to aid in any woman's quest to keep smelling fresh, feeling confident, and ready to tackle any challenge. Secret has been supporting women in the workplace and beyond for years, so it seems only fitting that up next on their list of superhero adventures is fighting to end the gender pay gap.

Music is an essential element in any creative endeavor, and our friends at MassiveMusic sure have a knack for creating the perfect melodies for any moment. Their recent work for Philips is yet another example of their astounding innovation and we had the chance to chat with Hans Brouwer from to hear more about the project and his music musings.

We're going to be honest: one of the best parts of working in the creative industry is collaborating with inspiring individuals from all around the world. The Ciclope International Festival of Craft is an event that does just that.

When a natural disaster hits, the devastation left in its wake is unshakeable and unmistakable. For communities in remote areas, that devastation takes on even greater weight, which is why Land Rover and the Red Cross have teamed up to help these individuals prepare for the worst.

Ariana Grande. Kendrick Lamar. Janet Jackson. Camila Cabello. What do all of these artists have in common? They've all worked with our friend and masterful director Dave Meyers.

Mexican culture is marked with wondrous holidays and traditions that encapsulate the spirit of who we are. One of our favorites? Día de Muertos.

From securing seemingly impossible locations to arranging stunts that defeat all odds, each project we work on is another opportunity to go above and beyond in the world of production.

From iconic spaces that are true relics of the past to modern monuments that reinvent aesthetic, the buildings that make up Mexico City are anything but ordinary.

We've been big fans of Adam Hashemi's work for quite some time. One of our recent favorites is the spot he crafted for Coca-Cola.

or this month's hot spot feature, we're showcasing one of Mexico City's finest: Campobaja. And fair warning—reading the following may result in an immediate need to dine at Campobaja.

We've all been there: you're browsing around a store, entering an acquaintance's home, or patiently in line at your go-to coffee shop and it happens—that moment when that one-of-a-kind item turns out to be not so original at all.