BET Awards 2025 – “Sign The Lens” Activation

“Sign The Lens” was a red carpet video activation created for the 25th Anniversary of the BET Awards. Designed to be fast, engaging, and made for social media, the experience invited artists, celebrities, and cultural figures to autograph the camera lens, transforming a fleeting moment into a personal, shareable keepsake.

Led by Aaron Ricketts and The Ricketts Company, the activation captured 85 participants including Kevin Hart, Tyler Perry, Ciara, Busta Rhymes, and Kai Cenat. Each signature became part of a living tribute to BET’s legacy. Following the event, all signed lens panels were delivered to BET as a physical archive, culminating in a presentation to President and CEO Scott Mills.