LINCOLN MKZ LIBRARY STILLS
THE ASK: To replenish the asset library for the 2017 Lincoln MKZ.
THE CREATIVE CONCEPT: For the MKZ, Lincoln’s sportiest car in the lineup, I pitched a shoot, which spoke to a younger demographic.
For the look and feel of the shoot, I chose the Ruby Red exterior color, unprecedented to most Lincoln shoots. The locations also had a dynamic vibe, picking Downtown Los Angeles, in addition to the coastal imagery.
The props used on-site were also based on high end, trend-forward stores, such as The Kooples, A.P.C. and Maje.
Assets were utilized for Lincoln social channels.
ROLE: ART DIRECTOR
PHOTOGRAPHER: KEVIN MCCAULEY
