Fans of the Matthew McConaughey campaign for Lincoln have been known to freeze frame spots in order to reveal and expound upon the smallest of details. We decided to lean into this natural phenomenon by creating a travel journal for the latest Navigator spot, filled with stories, sketches and ephemera from Matthew’s past journeys with us.
Storylines from spots were brought to life by a Hollywood props expert in excruciatingly loving detail.
For those willing to go down the rabbit hole of extra rewards – and there are plenty of them – they got to see across Instagram and Instagram Stories a rich tableau of life from the road. And Lincoln got to extend a broadcast narrative in an innovative way in the social arena.