LINCOLN — MIC DROP
PHOTO + VIDEO + SOCIAL CAMPAIGN | ROLE: ART DIRECTOR
PRESS: Essence, Little Black Book
From music videos to movie scenes, the Lincoln Navigator has transcended the road to become a cultural icon. As the original luxury SUV, the 2025 Navigator delivers a statement worthy of its legacy and serves as a true Mic Drop moment for the brand.
And who better to introduce it than Serena Williams? Her first car was a Navigator, and like the SUV itself, she’s an original: shaping culture, breaking barriers, and setting the standard. As a GOAT on the court, powerhouse in business, devoted mom, Serena proves that being an original never goes out of style.
OWNER PORTRAITS
Bringing some authenticity to this campaign, we handed the mic over to real Navigator owners with interesting stories in a series of videos and stills. Through a series series of national castings and detailed interviews, we shared what it truly means to be an original on Lincoln’s social channels, various digital outlets, and displayed in high-traffic OOH locations.
BEHIND THE SCENES
Yes, we shot the microphones practically. And, yes, we couldn’t help ourselves but ask the GOAT what she considers to be her biggest mic drop moment… and it’s safe to say our jaws hit the floor.
FEATURE FLOW
To spotlight Navigator’s key features in ways that felt organic and non-salesy, we launched Rap Battles: a completely improvised series showcasing product details in a seamless way geared for socials. The result? Unexpected, effortlessly shareable content that made luxury specs feel anything but scripted.