L I N C O L N

Urban Luxury

A photoshoot and social content for a vehicle reveal.

Reimagining Lincoln’s definition of ‘American Luxury’ in it’s home city: Detroit, MI.

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, the site of Henry Ford’s first garage, 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

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.