LINCOLN — THE LITTLE ENTREPRENEUR
PHOTO + VIDEO | ROLE: ART DIRECTOR
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When the world feels heavy and unpredictable, it isn’t easy to sell a luxury vehicle. So when the brief said “give us goosebumps,” we knew we needed to trust our audience and lead with warmth and heart.
The Little Entrepreneur is told through the eyes of a young girl who reminds us that the true spirit of the holidays isn’t what we have, but what we give. What started as a :30 for Lincoln’s Wishlist Sales Event evolved into the brand’s first-ever 90-second short film to air nationally on broadcast and in cinemas. We then opened in-dealership cocoa stands that replicated the one in the TV spot, allowing dealers to share in the generosity.
DIARY OF A CCO
SOCIAL EXTENSIONS
The story didn’t stop with the film. Audiences wanted more, so we invited them into her world. Through a series of short-form moments, we followed the Little Entrepreneur as she ran her cocoa stand from the back of her family’s Lincoln Navigator. Each episode captured small wins, unexpected hiccups, and quiet joy that made her generosity feel real and lived-in.
