When Lincoln reinvented themselves as the Lincoln Motor Co. they decided to really do something different. So for their launch during Super Bowl XLVII they let consumers write their commercial through tweets. Over 6,000 tweets were combined to make perhaps the most elaborate (if not insane) car commercial in the history of advertising. One key aspect to making this unorthodox branding experiment a success was a robust behind-the-scenes and collection of supporting media to fully realize the project. Not only to bring awareness to their audience, but to captivate them as well. I was brought on nearly a year before the commercial launched to create a library of films that could be used to drive awareness to the brand and their massive campaign. There were BTS films, weekly updates, interviews and short subject documentaries that eventually totaled over 30 individual pieces of media that help elevate the brand. In many ways the success of the final spot relied on these humble films to give a basis to the sheer size of this massive undertaking, which in the end was one of the most viewed spots in Super Bowl history.
Client • Lincoln Motor Co.
Directing & Editing by Serrini.