From Skipped Prom to Set with Lecrae: A Full Circle Video Project for Upward

Denver Bailey
Jul 7
2 min read

Updated: Jul 22

Client: Upward

Talent: Lecrae

Agency: Enjoy New Media

Service Provided: Video Production, Creative Direction, On-Set Direction, Post-Production Editing

Overview

What happens when the kid who skipped prom to see Lecrae in concert grows up to direct a video campaign with him?

You get one of the most meaningful projects we’ve ever had the honor to create — blending story, strategy, and surprise moments that hit harder than expected.

For the Upward Dating App, Lecrae became the face of their new campaign — and we were brought in to bring that message to life on screen.

The Goal

Upward needed a campaign that:

Highlighted Lecrae’s authenticity
Resonated with faith-driven singles
Felt real, unscripted, and impactful

The project required more than technical production — it demanded a team that could build trust with talent, uncover spontaneous creative gold, and turn it into scroll-stopping, story-rich content. That’s where we came in.

The Approach

We approached this shoot not just as filmmakers — but as collaborators and culture translators. Our creative direction included:

Minimalist studio setup
Docu-style interview segments
Dynamic improv-based footage
Post-production agility to create content beyond the brief

"At Enjoy New Media, our job is to make people feel comfortable on set. It’s kind of our thing. We break the ice. We break the tension. And if we’re lucky, we break out something great."

The Moment That Changed Everything

The real breakthrough came halfway through the day when Lecrae kept joking:

“I’m a Christian Thug.”

It wasn’t in the brief. It wasn’t planned. But it was real — and it stuck.

That throwaway moment became the concept behind a now-signature cut: “Christian Thug.”

We leaned on our documentary roots and asked Lecrae to dive deeper into the phrase on camera. The result was raw, hilarious, human, and completely on-brand — for him and Upward.

Why It Worked

Authenticity: Lecrae showed up not just professionally, but personally.
Chemistry: We built a vibe on set that let real moments shine.
Creative Trust: We were given the space to go off-script and make something great.

The Strategy Behind the Scenes

Strategic Element	How We Delivered
Creative Direction	Built space for improv + natural dialogue
Talent Management	Set tone of ease and trust — no pressure, just play
Post-Production Agility	Rapidly tested new edits with client + Lecrae
Brand Alignment	Ensured messaging and tone matched Upward’s mission

Full Circle for the Filmmaker

This wasn’t just another shoot. It was personal.

"I probably wouldn’t have brought the same passion to that project had I not been the kid who skipped prom to go see Lecrae. That connection elevated everything."

When the right story meets the right strategy, you don’t just get content. You get connection, creativity, and impact.

What This Means for Your Brand

If you're launching a product, introducing talent, or telling a mission-driven story — don’t just hire a crew. Hire a team that understands how to make your message matter.

That’s what we do at Enjoy New Media — and we’d love to do it for you.