In the Middle East, your car is as personal as what you wear. So we made the Lincoln MKC wear you. A live projection mapping experience that turned the car into a canvas — mirroring your outfit, your fabric, your style, in real time.
VML Y&R - Lincoln
4 Weeks
2014
01 / Challenge
The UAE luxury car market is saturated. Every brand claims elegance, performance, and customisation. Lincoln needed to launch the MKC — a highly stylised, deeply configurable crossover — to an audience that would appreciate its design language. Standard automotive activations weren't going to cut through. The brief was to position the MKC not just as a car, but as a statement of personal style.
02 / Idea
In the Middle East, the car you drive says as much about you as the clothes you wear. We took that truth literally. By partnering with Fashion Week Middle East, we put the Lincoln MKC in front of the region's most style-conscious audience — and let the car adapt to each of them. Wear a silk print, the car wears it too. Arrive in a geometric pattern, the Lincoln reflects it back. The car became the ultimate fashion accessory.


03 / Execution
PixelPlusMedia (withe Eventagrate) built a live projection mapping system from the ground up. As each guest approached the Lincoln MKC, macro photography captured the texture and colour of their outfit in real time. Custom live mapping software stitched those images onto a precise texture template of the car's body, then projected the result across the MKC's surface via a wireless multi-projector network — wrapping the car in the guest's own fabric, instantly. No pre-rendering. No presets. Every projection was unique to the person standing in front of it.
04 / Results
The activation reached the right people in exactly the right context — celebrities, stylists, fashion designers, and bloggers, all experiencing the MKC as a personal style statement rather than a product demo.
Results
Next Step
Let's discuss how we can adapt this approach for your next event, launch, or installation.