We produced a new national commercial that premiered during the 2025 WNBA All-Star Game.

Here in Indiana, Lucas Oil Products is perhaps best known as the sponsor behind Lucas Oil Stadium. Their company is a proud supporter of sports leagues and teams across the country—from PBR and Monster Jam.

As the Official Oil of the Indiana Fever, Lucas Oil Products needed an impactful commercial that would make the best use of their airtime during the 2025 WNBA All-Star Weekend and throughout the remaining WNBA season.

Although they have internal video capabilities, their team knew that such a high-visibility media placement required stepping up their game. So, they turned to one of our long-standing partners, Pence Media Group, who quickly teamed up with INNOVATIVE for commercial concepting and production support.

This time, Lucas Oil wanted a commercial where their product took a backseat—and instead focused on celebrating strong, unstoppable women both on and off the court. We immediately got to work, scripting a variety of commercial concepts that each offered a different tone and approach to women’s empowerment.

We had less than a month to turn our concept into a broadcast-ready spot.

Once the script was approved, our team only had two weeks to coordinate and film everything for the commercial. That included all the location scouting, talent recruitment, crew scheduling, and prop acquisition necessary to make the scenes feel real.

In the end, we shot 8 scenes across 5 locations with over 25 actors—all in just 2.5 days of actual filming. We made an effort to fit the entire shoot in as few days as possible to ensure we maximized the client’s investment and stayed on top of our tight deadline.

And of course, Pence Media Group was with us every step of the way, providing their creativity, tapping into their talent and location networks, and even co-producing the shoot alongside our director.

Professional color correction can make all the difference in the national spotlight.

Jumping between outdoor locations makes it nearly impossible to keep the lighting 100% consistent from shot to shot. That’s why post-production is such a critical step in our process.

Our editing expert Eric Maloney worked his magic, color correcting every shot to ensure the entire commercial captured the glossy, cinematic feel we desired for the concept to help it stand out in the crowd. 

COLOR-GRADED IMAGE

The finished commercial honored all the women who keep our world running smooth.

Our bold, high-energy script needed a voice to match, so Lucas Oil Products connected us with Crash Gladys—the passionate radio personalty on SpeedFreaks. We recorded her voiceover and pieced together each scene to create one inspiring, impactful piece.

With client approval, we made the deadline with time to spare, delivering the 30-second and 15-second broadcast spots as well as a suite of digital versions optimized for different platforms. Because that’s the power of teamwork when Pence Media Group and INNOVATIVE join forces!

15 SECOND SOCIAL