Brett Minieri
Creative Director / copywriter
Aviator (Smoke).jpg

AVIATOR Are there… sharks in that smoke? 


 

Our first stage for the Lincoln Aviator launch aims to set Lincoln apart from its tightly wound and speed-obsessed competitors. Through a brightly colored smoke “fray” that represents the frenzy of the “others”, we had the Aviator dramatically break free, drawing attention to the brand’s focus on performance that relaxes and revitalizes. It features Matthew McConaughey, a few CG sharks and was directed by Johan Renck, whose work on Chernobyl recently earned him an Emmy award.

Role: Writer/Creative Director
Director: Johan Renck
DP: Rodrigo Prieto

AVIATOR

FEATURING THE DETROIT SYMPHONY ORCHESTRA

To give this film a truly cinematic tone and feel, we engaged the DSO who, not coincidentally, recorded all the alerts and sounds inside the vehicle, to compose and score this spot as if it were a movie. It’s powerful, tense and revitalizing all at the same time—especially when you see it side-by-side.