Description
Today, Lyft unveiled “The Art of Arrival,” a new campaign for Lyft Black that reframes the luxury ride as an extension of personal style, cultural influence and the art of making an entrance. Produced by Zulu Alpha Kilo out of the independent agency’s NYC and Toronto offices, the campaign celebrates the New Yorkers shaping the city’s cultural landscape. It brings Lyft Black into their world with a simple message: in New York, how you arrive says as much about you as where you’re going.. The campaign centers on a series of short vignettes shot in Lyft Black rides across the city, following each New Yorker from the backseat to the moment they arrive:
Henrik Lundqvist, the Hockey Hall of Fame goaltender and longtime face of the New York Rangers, rides down Eighth Avenue, past the arena where he built his career.
Sai De Silva, one of NYC’s leading style voices and veteran star of The Real Housewives of New York, makes her arrival in SoHo after a rare moment of calm with Lyft Black.
Roze Traore, New York executive chef and entrepreneur who came up through Eleven Madison Park and the NoMad and has now expanded his culinary empire to Côte d'Ivoire, rides through downtown.
Shot in black and white, the cinematic campaign turns the ride into a quiet moment of focus before the door opens onto the city. The campaign positions Lyft Black as part of the creative process itself: the last stretch of focus before the work begins.
“In New York, the way you arrive matters,” says Cass Zawadowski, Executive Creative Director of Lyft Global. “But what happens before that matters just as much. We wanted to honor the part of the ride no one talks about: those few minutes of quiet luxury in transit, when you can put the phone down, collect yourself and walk in ready. Whether it’s Henrik getting his head in the game, Sai heading into a crowded room or Roze on his way back to the kitchen, everyone needs that space, and that’s what Lyft Black is really giving you.”
“Audiences have grown tired of polish for its own sake. They’re looking for taste they actually trust,” said Tim Gordon, Chief Creative Officer at Zulu Alpha Kilo. “So, we went to real New Yorkers with real influence, people who’ve earned their place in this city’s culture, and let them tell their stories from the backseat. Lyft Black is part of how they move through New York, and that says more than any ad line could.”
This professional campaign titled 'The Art of Arrival' was published in United States in November, 2026. It was created for the brand: Lyft, by ad agencies: Zulu Alpha Kilo New York and Zulu Alpha Kilo Vancouver. This Film medium campaign is related to the Delivery and Rideshare Services industry and contains 3 media assets. It was submitted 8 minutes ago.
Credits
Client: Lyft
Marketing & Media Team
VP, Marketing: Dan Freidman
Senior Director, Brand Marketing & Creative: Brooke Papri
Group Brand Marketing Manager: Kayla Osmond
Brand Marketing Manager: Amy Allen-Smith
Senior Manager, Media: Ange Mendoza
Marketing Program Manager: Meg Norton
Creative & Comms Team
Global ECD: Cass Zawadowski
ACD, Creative: Tyler Schell
Senior Art Director: Natasha Romanelli
Group Production Manager: Ellen Black
Producer: Jackie Pal
Communications Manager: Lily Zahn
Social: Ramsey Shindell
Senior Director, Luxury & Livery: Ben Metcalf
GM, New York: Peter Day
Agency: Zulu Alpha Kilo
Chief Creative Officer: Tim Gordon
Chief Creative Officer: Jenny Glover
Chief Strategy Officer: Heather Segal
Executive Creative Director: Chris Colliton
Associate Creative Director, Copy: Dylan Thompson
Associate Creative Director, Art Direction: Carlos Veras
Design Director: Dejan Djuric
Business Group Director: Tara Collins
Account Director: Matthew Vares
Creative Workflow Director: Michelle Philpott
Head of Production: Ola Stodulska
Executive Producer: Kelly Mikhael
Producer: Ryan Siddon
Director, Culture & Influence: Will Garden
Production company: Greenpoint Pictures
Owner: Michael Kuhn
Creative Director: Niles Roth
Executive Producer, Partner: Tatiana Rudzinski
Head of Production: Karen Berkowitz
Executive Producer: Bethany MacMillan
Line Producer: Amalia Bradstreet
Director: Kalum Ko
1st AD: Nick Sossi Romano
Director of Photography: Danyal Khan Niazi
B-Unit Camera Operator: Mason Cash
Stills Photographer: Kristina Dittmar
BTS Videographer: Stephan Alessi
Production Designer: Sophia Uehara
Wardrobe Stylist: Anna Brown
Hair & Makeup: Carmilla Burns
Gaffer: Dino Davaros
Key Grip: Chad Servidio
Editorial: Greenpoint Pictures
Editor: Joe Walker
Executive Producer, Post: Victoria Vallas
Post Finishing, Colour Grade & Online: Studio FEATHER
Lead Finishing & VFX Artist: Dequieria “DQ” Atherton
Colourist: Kevin Wu
Managing Director: Sara Windrim
Head of VFX: Colin Cunningham
Executive Producer: Emily Goldberg
Junior Producer: Sofia Spagnuolo
Colour Producer: Hannah Stone
Studio Manager: Evan Spicer
Production Coordinator: Stephen Skublics
Colour Assistant: Ralph Pineda
Colour & VFX Assistant: Malini Khotsiphom
VFX Artists: Andy Robinson, Diego Dutra, Mike Morley, Sergej Liamin
Audio & Music: Grayson Music Group
Executive Producer & Partner: Kelly McCluskey
Senior Producer: Clare McGonigle
Audio Engineer: Eric Hulme
Music & Voice Director: Ali Willa Milner
Sound Designer: Ben Swarbrick
Talent: Henrik Lundqvist, Sai De Silva, Roze Traore
