It’s been a big week for our friends at R E S E T Content and congratulations are in order.

Last month, we had the privilege of working with Bacon’s Jakob Marky, a half-Swede/half-Hungarian ingenue of a director on a delightful spot for MatPrat, Norway’s online destination for elevating street food to gourmet eats.

The Lift is excited to welcome director Ian Pons Jewell to the roster.

Our friends at Arts & Sciences hit the nail on the viral head with an assortment of your favorite internet memes for their latest video for Delta Airlines.

One of the major challenges of any shoot is talent, whether it’s locking in the right brand ambassador or finding a diverse array of actors to populate your spot.

Every year when it rolls around to April, everyone seems to be asking themselves, are award shows really important?

Cassiano Prado's latest work for adidas and Guaraná Black are both captivating pieces of storytelling. It's a great jumping off point to share with you a bit more about Cassiano, a gifted commercial director with strong roots in design and music videos.

In celebrating ten years of The Lift (it’s official this October!), we are walking through highlights from the last decade.

The flowers are already in bloom, the streets are busy, and warm weather invites you outside. As such, we’re focusing our location guide today on the best places to be in nature, right in Mexico City.

Earlier this week, we premiered our latest spot for FIFA, directed by Yael Staav. We asked Production Designer Roberto Bonelli how he was able to accomplish transforming Mexico City into four different continents.

Carlos Cuarón explores the time-old traditions of family recipes passed down from generation to generation in this heartwarming spot for Nestle entitled “La Lechera Reencuentros.”

Telling you that Company X sells you the best product in the world is an order you can either choose to believe or not, but telling you that Company X sells happiness - well, who wouldn’t want to buy?

In 2005 we launched The Lift with a project directed by Filip Nilsson for Banamex. We opened up the vault to revisit the feel-good spot, “Stay Young.” Ten years later, we think it still holds up.

The Film Commission in Mexico and The Lift have an altruistic origin story.

We’re happy to report that our director Filip Nilsson’s production company Folke Films was named the number two most awarded production company of 2014 - and he’s still living to tell the tale!

Whether its the Dos Equis “most interesting man in the world” or Axe’s Isaiah Mustafa or Progressive’s Flo or Travelocity’s signature gnome, a brand character helps make a commercial easily identifiable and just plain likable.