THE LINCOLN MOTOR COMPANY // Lincoln MKX “Balance”

[Director's Cut]

Balance. The effortless adaptation to unevenness. It's stable, smooth and symmetrical in spite of opposing forces.
More infos : 
http://now.lincolncanada.com/2015/09/fifteen-by-seven/


"When it’s frivolously used, a word can lose its meaning. Luxury. Luxury… What is luxury? It’s a heady question—hence the italics—but to us, it’s an important one. Luxury elevates life on emotional levels.

But surely there are emotions that are more desirable to feel than others. These are the ones that get to the sweet spot of what “luxury” is really all about – for us, anyway. This notion got us thinking: Can you build an environment that conveys a set of emotions? The starting place is in defining what we want to feel, so we set about to do just that.

We worked with seven filmmakers to interpret each of those emotions through a series of vignettes. These films were to be completely devoid of words, allowing the feelings to speak directly through a language all their own."

 

SCREENINGS
2017 Official Selection Berlin Fashion Film Festival, DE

BEHIND THE SCENES

STILLS