ARTISANS OF INDEPENDENT FILM
Venture onto the set of any film and you’ll quickly realize there are two stories taking place: the one we are used to seeing, unfolding in front of the camera, and the one we rarely see, taking place behind it. The individuals behind the scenes of our favorite films often apply their artistry to create a look or feel that is often overlooked by audiences, but it is their very craft that allows us to become immersed in the narrative. These are the unsung heroes of film, and because Lincoln was pursuing the "creative elite" market with a focus on artistry and a respect for individuality, it was their story we felt compelled to tell as an extension of our film partnerships.
Through our partnership with the Independent Spirit Awards, we were able to meet the artists behind 2013's most accomplished independent films. We interviewed these playmakers: an assistant director, a cinematographer, a gaffer, and a make-up artist, to uncover the crucial role they play on set. Each story can be equally fascinating in its own right, yet never more so than on the set of an independent film. With smaller budgets, tighter schedules and ambitious story lines, these films attract a plethora of unique artisans of the silver screen, each with a profound dedication to the craft, and each with his or her own engaging story.
The Artisans of Independent Film content was published on-site at the 2014 Spirit Awards, with content extensions that were captured at the awards show being published later during the TriBeCa Film Festival, when we also began promoting the content to film lovers in social channels. Since its initial publication, we have continued to use the content during promotion of all film and independent film related events, such as the Independent Spirit Awards, the Oscars, and the Emmys. We have also been able to publish the content to targeted audiences in social channels who are talking about each respective film, its cast, or crew, in real time. We also extended the story as long-form content on Lincoln Now, and that's where all social audiences are directed to get the full story.