For the launch of the All-New Lincoln Navigator, we created a culturally resonant story about the quest for mastery and the ancient art of pearl diving.
To pull multiple threads of media together, we created an interactive hub living directly on social that would allow our audience to explore every element of our story.
the minizine
Using our campaign story, background and assets, we created an aesthetically pleasing flow highlighting our main film’s story, including proof points and expanding on the culture and story of the pearl divers.
Users could move in and out of the minzine at their leisure, almost like a high end magazine you can’t help but admire.
Media, like the immersive Facebook Canvas, drove users to “Dive into the search for mastery” on the full Minizine.
In the depths..
As the user continues to explore, they get to experience the SUV in more detail, through our proof point videos and videos showcasing facts about pearl diving—falling deeper into the story.