– Concept Creation, Strategy, Art Direction, Experience Design.
A collaboration with The Blue Hive Shanghai for the Lincoln brand launch in China.
Working as a freelance art director I applied trascultural and human-centered design philosophies to the campaign. Defined as: The Lincoln Way it is encompassed of product, space, digital and experiential.
“Three months after opening – while Lincoln posted record sales in the U.S. – three of its five biggest-volume dealerships were in China.” Doug James, Creative Director.
It’s not about the product, is about the cosmos surrounding it.