Lyft Roze 2026

About

Lyft’s brand film, Roze, depicts a reflective journey through the urban landscape of New York City. The film explores the intersection of creative pursuits in food, fashion, and art through a cinematic, monochrome lens, utilizing natural light to capture streetscapes and city architecture. The production, led by director Kalum Ko and the agency Zulu Alpha Kilo, adopts a documentary-style approach to commercial storytelling. The narrative follows a passenger as he navigates the city, blending observational techniques with a live-action style. The project features contributions from executive creative directors Cass Zawadowski and Chris Colliton, with cinematography by Danyal Khan Niazi and production design by Sophia Uehara.