Media: TV
Category: Automotive
Client: Lincoln Motor Company
Agency: Hudson Rouge, New York
Production: MJZ
Country: United States of America
Director: Dante Ariola
Chief Creative Officer: Jon Pearce
Creative Director: Emlyn Allen
Creative Director: Brett Minieri
Assoc Creative Director: Nick Zafonte
Senior Art Director: Juliana Hamilton
Executive Producer: Meg McCarthy
Business Director: Doug Molloy
Account Director: Tamara Taylor
Chief Executive Officer: Paul Venn
Head of Production: Suzanne Crowe
Account Executive: Tanya Madorsky
Production Company: MJZ
Director: Dante Ariola
Cinematographer: Hoyte Van Hoytema
Executive Producer: Eriks Krumins
Line Producer: Natalie Hill
Visual Effects: The Mill
Creative Director: Chris “Badger” Knight
Sr. Producer: Freya Hewitt
3D Lead: James Mulholland
2D Leads: Jimmy Bullard & James Mulholland
2D Assists: Sungeon Moon, Joseph Yoon
Finish Artist: Rob Meade
CG Lead: James Mullholland
Design Artist: Chet Hirsch, Laura Nash, Vivian Kim, Steven Guas
Color Artist: Elias Nousiopoulos, Josh Bohoskey, Nate Seymour, Andrew Ceen
Editorial: Lost Planet
Editor: Andrea McCarthy
Sound: MAS
Song: “Let Go (feat. Benny Bridges & Josh Taylor)” by Justin Jay & Friends
Client: Lincoln
Marketing Communications Manager: Andy Georgescu
Integrated SUV Communications Manager: Kacie Theisen
Published: September 2018
Synopsis:
Navigation takes a surreal turn in the latest spot from Hudson Rouge, as they bring the iconic characters that live inside the popular community-based Waze app to life. For the launch of the new Lincoln MKC, Hudson Rouge, Lincoln’s AOR, needed to demonstrate the collection of social technology that comes standard in the “well-connected” SUV. The spot opens on a young couple driving through a cityscape as the female driver uses the voice-activated command and instructs Waze to “take them downtown.” Their environment quickly becomes surreal as the Waze icons come to life in the streets around them. “People rely more and more on social tech to help them navigate. We wanted to showcase the connectivity of this vehicle in a memorable way. Bringing them to life using size and scale brought some charm to it,” says Jon Pearce, Global CCO at Hudson Rouge.
Visual effects are a big component of this spot and something new for Lincoln. “This was a fun challenge,” says Chris Knight, Executive Creative Director at The Mill. “It was essential that the icons feel artistic and almost a bit surreal, yet maintain their identity so they’re recognizable as the Waze iconography.” The spot was filmed in Chicago by award-winning director Dante Ariola, with Oscar-Award winning cinematographer Hoyte Van Hoytema as DP.