Lincoln is perceived in the US as a sleepy luxury brand for older people. We needed to launch the new flagship Continental to a younger, cooler audience on music’s biggest night, the Grammy’s. 

We delivered the car to them—in the form of a one-of-a-kind amplifier that was built entirely from the luxurious components of the Continental. Then, we partnered with virtuoso guitarist Gary Clark Jr. and created over 30 pieces of original content to be released over Grammy’s weekend. Check out some of it below.

ROLE: Writer/Creative Director
DIRECTORS: Josh & Xander