Many brands understand this influence, so they pay for placements in popular channels. And that’s a valid strategy. But here’s the problem: They’re renting attention instead of building it. Sponsoring a video gives you a moment. Owning a channel gives you momentum.

What started as a full-circle moment turned into one of our most memorable shoots yet. We teamed up with Lecrae and the Upward app to craft a campaign that blended authenticity, improv, and powerful storytelling — all while keeping the cameras rolling. Here’s how we helped bring the message to life on set, and what your brand can learn from the process.