An integrated campaign featuring Matthew McConaughey was created to launch an all-new compact luxury SUV, the Lincoln MKC. The commercials, directed by Nicolas Winding Refn, brought to life the campaign of "Live In Your Moment," featuring McConaughey musing on a variety of aspects related both to the actor's life and The Lincoln Motor Company brand. The quietly crafted spots succeeded in creating great awareness for Lincoln, as well as inspiring multiple parodies that were playfully acknowledged through the brand's social channels. In addition to drawing a younger affluent customer to Lincoln dealerships, the spots were credited in helping to increase sales volume of the brand by 16% over the prior year.
panel speaker at the 2015 SXSW Interactive Festival about the campaign's launch.
Creative Direction & Art Direction of campaign while at Hudson Rouge.