As part of our effort to convey the idea of a relaunch from the Lincoln Motor Company, where we reimagined the old and familiar as something new again, I worked with Vimeo to build a “Hello, Again” film series which asks filmmakers to do the same: make a film that reimagines the familiar into something fresh and new, and then make a film about their process. We selected four distinct filmmakers to create stories around this notion. We developed our narrative brief for the filmmakers to focus on the concept and not on product because, frankly, no product was available.
"Get Back" is a short film written and directed by Eliot Rausch. Rausch found himself increasingly distracted by his phone, his email, and his need to be in touch, and realized that he was losing sense of what he was actually connected to. He made this film to explore the way humans connect in an era when they are more "connected" than ever. His making-of story (below) further echoed the point of the initial film in a unique approach in a two-part series from both his own perspective before making the film and his DP's reaction afterwards (also below).
Our goal was to reach the "Cultural Progressive" audience with the information that Lincoln was back with something to say. We created a special campaign Channel on Vimeo, which targeted the film audience. We published GIF stories across Tumblr (below), and created "snackable content" posts on Facebook, Twitter, and Instagram. We led social audiences to click through to an article on Lincoln Now describing Rausch's process (also below).