Lincoln Features Films
We started with an unsexy brief to make films about vehicle features on a limited budget. The result became the highest performing spots in the agency's relationship with Lincoln, running for a full year, including during the Olympic Winter Games in PyeongChang.
Lincoln MKX features, “Little Moments”
Lincoln MKC features, “Road Trip”
The first Lincoln spots designed to run as short omni-channel films, the films do heavy lifting about specific features on the MKX and MKC. Each feature works as snackable content for life online.
Production
We produced the spots in the London facility of Warner Brothers studios over two weeks. Almost every scene was created live in a sound stage, with all motion and scenes happening in-camera. As such, we spent more than a month developing and building the scenes, including the construction of 60-80 foot scrims and prop elements. Automated lights, pulleys and a techno dolly provided the camera sync necessary for the post production.
Individual feature films were delivered straight from Google search results, and ad tracking delivered relevant supporting content on lincoln.com as follow-up on engagement.
Both films were supported by banner campaigns, driving to supporting feature pages for each corresponding vehicle.
