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Music Uncovered 1


LINCOLN MOTOR CO. x ALOE BLACC

MUSIC UNCOVERED

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Music Uncovered 1


LINCOLN MOTOR CO. x ALOE BLACC

MUSIC UNCOVERED

A GROUNDBREAKING INTERACTIVE MUSIC PERFORMANCE • The notion of peeling back layers formed the backbone for the successful Luxury Uncovered retail campaign. So we used the 56th Grammy Awards to reimagined the campaign into a groundbreaking interactive musical performance titled, Music Uncovered. With singer/songwriter Aloe Blacc at the helm, and a troupe of exceptional performers, we peeked behind the curtain at the making of a large-scale music video in Music Uncovered. Users were able to follow and switch between four unique storylines, each from a different character's point of view. The digital campaign included a YouTube takeover and an interactive partnership with Interlude.

Using real-time targeting with social creative during the Grammys as a hook, we drove audiences into the Lincoln brand ecosystem through #MusicUncovered where we featured the interactive performance as well as stories featuring Blacc's creative process, choreographer Ryan Heffington's approach, the interactive directors' inspiration, and more. Once in the brand environment, Music Uncovered audiences were introduced to Luxury Uncovered product content, thereby closing the loop between culture, content, and commerce.

Lincoln Motor Co. 'Music Uncovered' • Role: Senior Copywriter • Agency: Hudson Rouge • Recognition: Webby Nominee, Comm Arts Feature
Add'l Credits: CCO: Jon Pearce • CD: Jason Koxvold • Senior AD: Brian Hall • Director: Radical Friend • Prod Co: Legs Media & Interlude

Case Study

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Music Uncovered 2


"Reinvent by looking back at what you've done,
and think what you can do that's not the same."
– Aloe Blacc

Music Uncovered 2


"Reinvent by looking back at what you've done,
and think what you can do that's not the same."
– Aloe Blacc

We visited Record Plant to re-record Aloe Blacc's "Love is the Answer" in a 360-degree multi-channel mix. Then to Milk Studios where Ryan Heffington choreographed a hugely complex performance that ultimately took place over 4 floors of Los Angeles' classic Park Plaza Hotel.

BTS #1

BTS #2

During the Grammy Awards presentation we invited people to the interactive music video via a :30 TVC, YouTube takeover, pre-roll, and web banners. We also embedded the experience on RollingStone.com and LATimes.com.

"Lights" Teaser TVC • Director: Saam Farahmand • Prod Co: Furlined

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Music Uncovered 3


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Music Uncovered 4


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Music Uncovered 5


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Music Uncovered 6


Music Uncovered 6


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Music Uncovered 7


Music Uncovered 7