THE ASK: For Mother's Day 2017, Lincoln wanted to do something special on social media in honor of Moms. 

THE CREATIVE CONCEPT: Social media can be very fleeting and I wanted to come up with an idea that did more for Lincoln fans than show a picture of a car. Mother's Day is about appreciating moms, and with a budget that usually went straight to paid media buys, I wanted to do something that was more than likes and retweets. After pitching and creating the successful first Instagram Story for Lincoln at the Tribeca Film Festival, I thought capturing a hands-on brand experience in real-time was appropriate.

THE EXECUTION: With a small budget, I and a small team of four people went out on Mother's Day and delivered unique bouquets to some deserving Lincoln Moms. We captured photos and videos and published them in real-time. 

ROLE: ART DIRECTOR / COPYWRITER

PHOTOGRAPHER: JOSHUA ALLEN HARRIS