Lyft wanted an entirely new look for the brand. To achieve it, we worked with Lyft Creative Director Gianmaria Schonlieb to create a “new” style of lighting that was named Technopop. 

To achieve the electric technopop lighting we employed a variety of traditional photography techniques but added some new twists. First, we tested various light sources before settling on a two-source, "silver-based" lighting scene. We captured Lyft interactions during four different shoots over the span of two years. We produced over 300 new brand images for the Lyft, launched their new look, and won multiple awards, including Communication Arts and Graphics awards.