A product built for teens. A decision made by parents. We turned to real families to tell the story.

Lyft Teen was a major product launch designed to help families navigate the realities of modern transportation. As fewer teens pursue driver's licenses and parents spend increasing amounts of time coordinating rides, Lyft Teen offered a new solution: giving teens greater independence while providing parents visibility and peace of mind through built-in safety features.

To help introduce the product, Lyft needed authentic stories that moved beyond feature explanations and reflected how real families would use the service in their everyday lives.

I oversaw a robust video and photography production spanning three cities and multiple family households. Working closely with Communications, Marketing, and Brand, I developed and produced a testimonial-driven video featuring parents and teens sharing their experiences with the product, alongside interviews that explained how Lyft Teen fit into their daily routines.

At the same time, I led a companion photography shoot with each participating family. The photography was designed not only to support Lyft's editorial coverage of the launch, but also to provide the broader Marketing and Brand teams with a library of imagery that aligned with Lyft's visual identity and campaign needs.

Outcome

The project became a cornerstone of Lyft Teen's launch communications strategy, helping humanize a product centered on trust, safety, and family mobility.

Produced a multi-city video and photography campaign featuring real Lyft families.
Helped translate complex product features into relatable stories through authentic parent and teen perspectives.
Delivered a scalable library of photography and video assets used across editorial, landing pages, newsletters, launch materials, paid marketing, and brand channels.

Team

Creative Director, Executive Producer
Alexis Hazelwood

Director of Photography
Peter Garafalo

Photographer
Audra Melton

Producers

Patricia Anderson

Connor Lynch

Editor

Sara Brink