LINCOLN SOCIAL
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Client: Lincoln
Role: Art Director

In 2023-24, I led design and creative direction for Lincoln's social channels, focusing on Instagram and TikTok. Each month, we curated and produced content that steadily increased engagement. The featured work highlights our quarterly photo and video shoots, aimed at building Lincoln's social media library with original assets. The main challenge was delivering luxury-level content on a budget smaller than Lincoln was accustomed to. By collaborating with photographers and creators who shared the brand's aesthetic and could produce high-quality content cost-effectively, we tapped into their audiences and kept our content fresh throughout the year. The following work was done in collaboration with the talented photo and videographer creator Morgan Oliver.

REACTING TO TRENDS

When Matthew McConaughey posted a new video musing on the importance of road trips users on TikTok and Instagram wasted no time using it under their own unique edits. Spotting this trend in it’s infancy we knew Lincoln with it’s strong connection to Matthew had to jump in with a video of our own. Having access to McConaughey’s previous work with Lincoln allowed us to recut a unique video that featured the man himself along side our footage of the latest vehicles.