“A bicycle, for me, was the only way to get around the city. If I wanted to meet some of my friends, travel across the city, go to school, play basketball — anything — the bicycle was the way I got around.” — LeBron James

Lyft x The SpringHill Company

> Title: LyftUp, “It All Started With A Bike”
> Role: Creative Development, Copywriting, Research, Brand and Social Strategy, Casting

Millions of Americans lack access to basic needs because they can’t get a ride. Lyft took notice. We took notice. With both our missions and visions aligning, we joined forces to drive awareness around the launch of their LyftUp initiative — providing affordable, reliable transportation access for all to get where they need to go, regardless of age, income, race, or location.

With virtually no access to LeBron in-season, I had to think on the fly, developing a relevant, impactful, and empowering concept that aligned married our collective missions.

Together, Queens-born BMX superstar Nigel Sylvester and the powerful voice of LeBron James created a launch spot that blew John Zimmer (co-founder of Lyft) and Co.’s socks off. Ran organically across our O&O channels, in addition to Nigel and LeBron’s O&O handles, we garnered over 80M impressions, 5.5M video views, and impacted thousands of youth’s lives across the nation with bike access.