2015 TRIBECA FILM FESTIVAL
Yoni Bloch, founder of Interlude
Tumblr post from campaign
When the Lincoln Motor Company sponsored the Tribeca Film Festival, we wanted to use the opportunity to bring the brand values to an audience beyond the physical activation space, while creating evergreen content that could link one film activity to the next and be resurfaced in the digital space as appropriate. Through our partnership with TFF, we were able to interview some of the brightest thought leaders and creatives in the film industry on all topics surrounding film and creativity.
Through the Tribeca Interactive & Interlude Music Film Challenge, which we developed with our friends from the Tribeca Film Festival as a way to explore the evolution of film, three filmmakers created interactive music videos set to modern music from Damon Albarn, Aloe Blacc, and Ellie Goulding to show an evolution of film. We created content around the winners (shown in the gallery below) to show their artistry to audiences on both Lincoln Now and in the Tribeca Film Festival digital spaces.
We teamed with rock star and founder of the music platform Interlude, Yoni Blach, to create the Tribeca Interactive & Interlude Music Film Challenge. We also extended his story through long-form content on LincolnNow, providing yet another inroads into the brand spaces for individuals interested in film and technology.
In addition to publishing our interviews in the digital space, we created unique social posts with work from a curated team of photographers who visually interpreted quotes we'd pulled from the tastemakers at the Film Festival. These visual interpretation were shown on Instagram, Twitter, Tumblr, and Facebook, using paid targeting to speak directly with our intended audience, and led those audiences back into the extended film content on brand channels.
Social Content
“One of the powers of filmmaking is that it’s visual and it has sound; it can envelope your senses and take you somewhere that you haven’t been before.” – Genna Terranova, Director of Programming at Tribeca Film Festival. Interpreted by Amanda Jasnowski.
“I love documentaries because they are a reflection of the world that we´re living in now.” - Ryan Harrington, Director of Documentary Programming the Tribeca Film Institute.Photographed by Paloma Parrot.
"Films work in a way in which we can lean back and be immersed in a world that washes over us. And we dream. Watching films is very close to dreaming.” – Genna Terranova, Director of Programming at the Tribeca Film Festival. Shot by Amanda Jasnowski.
“Seek out the truth, and seek out the good story.” - Advice for aspiring documentarians from Ryan Harrington, Director of Documentary Programming the Tribeca Film Institute. Interpreted by Paloma Parrot.
“As a species, we rely on storytelling to teach us how we should be, how to understand things. It also teaches us how to dream.” –Genna Terranova, Director of Programming at the Tribeca Film Festival.Photographed by Paloma Parrot.
"One of the joys of storytelling is that you’re in someone else’s story world. An artist has created a story world that you can step into, but with interactivity you have some control in that. So I think what´s really exciting is the tension between the two.” - Ingrid Kopp, Director of Digital Initiatives at the Tribeca Film Institute. Interpreted by photographer Paloma Parrot.
Publishing
Content was published across Lincoln, Tribeca, and influencer social channels (including the photographers, filmmakers, and featured musicians), all leading back to the brand content hub on Lincoln Now.
