The lincoln mkx concept

the lincoln mkx production vehicle

We had the unique opportunity, as an agency, to witness the development of the first automobile to be fully created by the new (and fully segregated-from-Ford) design team for the relaunched Lincoln brand. From concept to production vehicle, we watched the team work out every last detail to create a product that audiences were really excited about.

To extend the story beyond the car-show audience, we did a series of unique photo shoots and interviews with the design team, always in secret to protect the embargo of product content, and then launched them at the concept and product reveals in brand digital and social channels. Not only did this blow out the hype and give audiences something to talk about and share in advance of getting the cars on lots, but it gave us material that we could use to target audiences outside of the automotive world who care about design, craft, and artistry.