Over the past five years, my singular focus has been to help people change their antiquated perception of Lincoln as; a car for old people and/or that vehicle that takes me to the airport. Tall order. With the help of a stunningly redesigned fleet, a slew of A-list celebrities, some brave clients and most important, a consistent brand voice—we managed to achieve just that. Or admirably close to it. These are just a few examples of how that consistency paid dividends. I’m proud to be a loud voice in Lincoln’s crusade.
“BLACK LABEL”
Black Label—Lincoln’s ultimate expression of luxury. Acclaimed fashion photographer/director Christian Weber helped us create a series of films that showcased the extravagance of these custom curated themes while capturing the very essence of what luxury looks, feels and sounds like.
Director: Christian Weber
“Chalet”
“Yacht”
“Flight”
“WAZE WORLD”
We wanted to celebrate the MKZ’s impressive suite of technology including Waze integration. So we did just that, morphing the iconic characters of the “Waze’s world” into the physical one.
Director: Dante Ariola
DP: Hoyte van Hoytema
“SIGNS”
Safety isn’t a luxury, it comes standard in every Lincoln. We used some clever road signs to showcase how Lincoln’s Co-Pilot 360 technology package can help drivers stay focused on the road ahead. Garth Davis kindly offered his lens on this journey through idyllic northern California.
Director: Garth Davis
AVIATOR DIRECT MAIL
Lincoln’s take on luxury should be clearly expressed in every category, platform and channel. So when we needed to pre-sell our new Aviator, we brought the yet to be released vehicle into perspective buyer’s homes notthough their garage but through their mailbox. This stunning interactive direct mail package was recognized for its design by Caples and NY Festival.
“A FEATURES FILM”
How does Lincoln communicate their latest vehicle features in tier-3 channels? Why in a three part long-form “Features Film,” of course. Part haute couture, part telenovela,
this couple has a love affair with Lincoln’s craftsmanship. At least that’s what I think the affair is about?
Director: Paul Minor
DP: Matthias Koenigswieser