When we launched Lincoln's social spaces in 2012, we were challenged to produce content about the new Lincoln lineup - a full year before the first product was available. Not only would this content need to give existing audiences the scoop on the upcoming new design DNA, but it would need to present the new brand tone - warm, human, inviting - while providing approachable stories that could entice new audiences. We set out to create digital shorts about the designers responsible for the 2014 MKZ - Lincoln's relaunch car. Those digital shorts proved so popular that we used them in pre-roll, OLA, in-flight, and more. We then rolled the content into a series, approaching the design team for each new nameplate and capturing their meditations on design. That series is called Artisans of Lincoln.
The Artisans film series showcases Lincoln's dedication to craftsmanship while honoring the oft unsung heroes who are working behind the scenes to rebuild the brand. The films are designed to take a thoughtful yet approachable tone to the inspirations and processes behind the design of each nameplate reveal.