After a difficult year, we could all use an excuse to smile more. In our recent collaboration with Director Rodney Lucas and Producer Veronica Leon for Colgate, and Produced by The Lift’s Regina Fernandez, we were struck by how easy it is to find that smile from within. This was thanks, in large part, to the incredibly positive energy brought to set by Rodney Lucas and the rest of the crew.

The set of the Colgate’s Be the Reason campaign was a joyous incubator of creativity for our team. “Our cast was composed of a group of extraordinary individuals who truly inspire their communities and those around them,” recalled Regina Fernandez. “Bring the two together and you are bound to experience a bit of magic.” The spot follows a young basketball coach as he finds his smile through helping children develop their skills on the court. The whole crew embraced the same message behind the scenes as well. “Working with Rodney was such a positive experience,” continued Fernandez. “The energy he brings into a room is contagious and it can be felt when watching the final edit.”

Lucas is known for spreading joy across all sets he works on. He recently won the Tribeca X Award for Best Episodic at the 2021 for his episodic film Black Owned. The film explores Black owned businesses across the U.S., capturing their unique backstories, tribulations, and triumphs.

With a large cast and crew to organize and only two days to shoot, keeping spirits high was essential. And in the end we were able to capture the magic on camera that was so palpable behind the scenes.

We could not be happier with how the spot turned out, check it out below!