Microfilms on feelings
The following brand content films were created in collaboration with Vimeo specifically for distribution in paid social channels, which in 2015 meant they had to be under 15 seconds, not contain dialogue (work in any language), and work without audio. We also edited them in square.
This series of 7 stories explores different feelings, each representing one of the product benefits a particular vehicle in the Lincoln lineup was designed to provide. The films were targeted to film lovers and topic-specific audiences and led them into an integrated campaign site called "The Feeling Stays With You" which included lower funnel content about the car and the specific product features that provided these benefits. I worked with Vimeo to identify the right filmmakers to interpret each feeling, and then we worked closely to create these pieces that were designed specifically for Instagram and Vimeo audiences.
MICROFILM 1: LIBERATION
Liberation. It’s the freedom that comes with knowing everything is taken care of. It is the ability to self-determine or self-direct, knowing the possibilities are endless. Created with filmmaker Dan DiFelice
MICROFILM 2: BALANCE
Balance. We defined it as the effortless adaption to unevenness. It’s stable, smooth, and symmetrical in spite of opposing forces. Created with filmmaker Jean Paul Frenay.
MICROFILM 3: ANTICIPATION
Anticipation. This is the breath before a positive experience. It is knowing that your next move is foreshadowed and will be accommodated. Created with filmmaker Eva Michon.
MICROFILM 4: EXPANSION
The feeling of Expansion. It’s about opening out into the world. It’s the airy serenity experienced in a space that is bigger than you. Created with filmmaker ::kogonada.
MICROFILM 5: CLARITY
Clarity. It’s the complete awareness of your surroundings. It’s a calm confidence in knowing you didn’t miss a thing. Created with filmmaker Luke Gilford.
MICROFILM 6: IMMERSION
Immersion. It’s a sensory experience that washes over you; the feeling of being taken over and inspired simultaneously. Created with filmmaker Judith Veenendaal.
MICROFILM 7: REVITALIZATION
Revitalization. This is a restoration of energy—a new vigor when you begin to move after being still, a refreshed awakening to a sense of your own life force. Created with filmmaker Miwa Matreyek.