PLAYING A ROLE

3 hours ago

3 min read

By Devon Lyon, Rushlight Agency’s Creative Director

October 2026

At the Rushlight Agency, our team is often asked to work on a client project from early conception through creation and eventually, launch. The projects Rushlight works on span brand creation (or refresh), script writing, video production, video and graphic

Damian Lillard in a white Blazers jersey talks with a Blazers fan on set while Rushlight Creative Director Devon Lyon and the crew film behind a tripod.

postproduction, website design, digital ad placement and copywriting. As an integrated marketing agency, we enjoy being involved in planning and crafting

projects so that they not only “hit” but are done efficiently, and maximize a client’s time and money.

However, there are some projects we are brought in to play a single role in a larger project. In fact, this often happens with repeat clients. These clients have gotten to know us over many projects that often span multiple years. And, frankly, it’s sort of fun to just dip into a larger project and help it be a success. That sort of long-term relationship creates not just trust, but efficiency.

Packed Moda Center during Trail Blazers Fan Fest, with crew and Blazers dancers walking the baseline toward the court.

As Rushlight’s Creative Director, I often work closely with most of our clients, at one stage or another. One relationship stands out. For over twelve years, I’ve had the privilege of working with the creative staff of the Portland Trail Blazers. I’ve produced and/or directed dozens of productions for the organization. As a lifelong Blazers fan, going back to the early 90s Drexler era, it’s always interesting to see what they have in mind when I receive a Blazers email or phone call.

In late September 2026, I had an opportunity to play a role in a current project. I wasn’t hired to come up with the creative, or refine a script. I wasn’t asked to produce the project, hire the crew, or to oversee the postproduction edit. Nope, I was just asked to come in for the day and direct. The Blazers know they can rely on me to come prepared, offer creative solutions, keep things moving and on schedule, and create a friendly environment for both the client(s) and the talent.

A Blazers fan in a Lillard jersey strikes the “Dame Time” pose in front of a green screen as a photographer and director look on.

This project involved Damian Lillard - the team’s franchise player, multi-year NBA All Star and respected community member. I’ve had the privilege of directing “Dame” on at least seven projects, so it was nice seeing him back in a Blazers jersey after his brief stint in Milwaukee with the Bucks. The project also involved a creative agency called The Team, as well as representatives from the Swiss watch brand, Tissot. Finally, five Blazers fans were surprised by Lillard with one of his new, signature Tissot watches.

It was fun to see the fans' genuine reactions, hear their stories, and help make the day go smoothly.

Tissot “Dame Time Is Our Time” wall display featuring Damian Lillard, with stats including 0.9 seconds and 27,942 minutes as a Trail Blazer.

The point of the blog is that as professionals, even as we move into more senior positions where we may be accustomed to “running the show” or shaping a project “soup-to-nuts,” we should also remember that simply playing a role, doing a single job and doing it well, can be just as important and impactful. It's not about being territorial but making sure that we always put the client's needs first and continuing to build our relationship with them.

Now, get out there and do you best with whatever you agree to do, be it simple or complex.

Want to learn more about what goes into working with professional athletes on a video production? Read my previous blog, Working with Professional Athletes, where I share behind-the-scenes experiences and lessons learned from directing some of the biggest names in sports.