L I N C O L N A V I A T O R L A U N C H

URBAN LUXURY

A person walking past a large display featuring images of Lincoln vehicles and the Lincoln logo, with the text "Aviator," "Lincoln," "Urban Luxury," and "2024".

For a vehicle launch during Lincoln’s 100th year, we went back to the brand’s roots as a luxury American automotive maker.


Staging the shoot at the iconic Michigan Theater, we merged a vintage Americana aesthetic with a fresh streetwear feel.

A white Lincoln Aviator SUV parked inside an old, rustic building with exposed brick walls and large windows, with sunlight streaming in.

The Location

Built on the site of Henry Ford’s first garage, the Michigan Theater in Downtown Detroit provided the backdrop to our shoot. Playing into it’s architectural features we created a natural contrast for the sleek, modern exterior of our vehicle.

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A collage featuring a smartphone displaying a car brand logo, several photos of a white luxury vehicle in an industrial-style space, and two models posing with the car. The text 'Aviator' and 'A to Z be shift' are also visible.
A collage of images featuring a woman and a man posing next to luxury cars in an industrial-style space with a decorated ceiling, including a close-up of a white SUV and the headline 'an eye-catching arrival'.
Collage of images promoting a Lincoln Aviator vehicle, featuring a woman posing next to a white Lincoln Aviator inside an ornate building with a decorative ceiling, and close-up shots of the car's headlight and front wheel.

Collaborators: Jon Pearce (Chief Creative Officer), Todd Houlette (Creative Director), Shareen Stanfa (Copywriter), Ture Lillegraven (Photographer)