task

New production technology is exciting. It saves time, solves problems and generates extraordinary visuals...in the right hands. Leveraging the full potential of its investment requires strategy, direction and, above all, trust.

As a known collaborator among luxury brands around the world, DOMO ECD André Stringer was tapped by Hudson Rouge to execute Lincoln’s “Comfort In The Extreme” campaign. Elegance, luxury and human emotion harmonized throughout the campaign, asserting that the brand’s best-in-class cabin is the ultimate sanctuary.

Unlike nearly every auto campaign before it, DOMO enlisted the use of brand-new LED technology to spare the client’s timeline and budget for a project that traditionally would’ve demanded complex logistics. More importantly, the tech offered a unique opportunity to convey Lincoln’s messaging in an unmistakably clear and ownable way.

process

We captured live-action footage of extreme environments and displayed it across massive, high-res LED panels on set. Unlike green-screen, the LEDs allowed for the authentic reflection of light and color as it bounced off the surface of each vehicle, essentially eliminating the need for post. Thanks to our controlled environment, we were able to maximize output while minimizing the requirements of a traditional schedule.

This novel production technique gave us the power to distill and visually interpret the brand’s messaging in a controlled setting — without sacrificing an iota of quality. In the end, there is no mistaking what Lincoln represents.