• by Karl Greenberg , December 11, 2014

Ford Motor's Lincoln Motor luxury division is launching a new chapter in its year-and-a-half relationship with video channel Vimeo. The campaign, “Live Your Moment,” involves a trio of films about discovery by road by up-and-coming directors in the Vimeo community. 

The automaker says Vimeo and Lincoln picked the filmmakers — Diego Contreras, Khalid Mohtaseb and Joshua Kang — with an eye for auteurs with a big following on the channel, and with an aesthetic that aligns with its own ethos. 

Each filmmaker had to create a story about “embracing the present” and “find your moment, and live in it.” Contreras' film follows a young woman visiting her elderly, blind father to celebrate his 70th birthday and then a road trip to Louisiana locations from his childhood.

Kang's film involves a couple moving from Los Angeles to Portland, reminiscing along the way. The third, co-directed by Contreras and Mohtaseb, has a pair of strangers who don't speak the same language in a luggage mix-up at the airport that forces them to spend the day together. 

The program focuses on the Lincoln MKC crossover, which is in the films as the vehicle in which the main characters travel, so that viewers get both the exterior and interior exposition about the car as well as the protagonists’ stories. 

Dave Rivers, Lincoln marketing communications manager said, in a statement, that the effort is meant to align the MKC with "awareness, conversation and purchase consideration in an emotional manner.”

Lincoln was the first brand to sign on with Vimeo's Brand Creative Fund, which it launched last year. The fund makes Vimeo an intermediary between between brands and filmmakers toward branded content delivered to Vimeo's global audience and to its HD player. Lincoln signed on last April to support its "Hello, Again" re-launch campaign as Lincoln Motor Company. For the campaign last year, Lincoln tapped four filmmakers.