BET Awards 2025 – “Sign The Lens” Activation

For the 25th anniversary of the BET Awards, The Ricketts Company produced “Sign The Lens,” a red-carpet video activation built for fast social sharing. Artists, celebrities, and cultural figures were invited to autograph the camera lens, turning a brief greeting into a personalized keepsake. We captured 85 participants, including Kevin Hart, Tyler Perry, Ciara, Busta Rhymes, and Kai Cenat, creating a living tribute to BET’s legacy. After the event, the signed lens panels were delivered to BET as a physical archive and presented to President and CEO Scott Mills.