How do you re-launch an iconic luxury flagship when you’re a warm and human brand? You look to the world’s leading portrait photographer, of course.
As the first phase of a 6-month campaign, we partnered with Annie Leibovitz to create a print and digital showcase of the new Lincoln Continental out in the world.
She approached the project as a sort of great American road trip, featuring faces that some may know, but certainly not everyone. The authenticity of the talent and the simple strength of Annie’s imagery helped to convey our launch theme of “That’s Continental,” referring to a quietly confident way of moving through the world. An attitude intended to connect with a new, younger audience for Lincoln.