An Element, Unseen

Role: Concept + Creative Director

How could we create an enterprising media story that would act as a catalyst for a larger media discussion around the consumer benefits and consumer fantasies of a single product feature: the 360-degree camera in the 2016 Lincoln MKX?

A multi-disciplinary group of photographers, filmmakers and poets explored the desert to discover a sense of perspective in an environment where it's not immediately obvious. 

Inspired by surrealism, they created their own vision of cardinal direction to showcase the hidden perspectives available through the lens of the available 360-degree camera in the MKX.