THE ASK: Create content for Lincoln social media channels that supported the Lincoln presence at Pebble Beach Concours De Elegance.
THE CREATIVE CONCEPT: Lincoln had not previously promoted its sponsorship or the presence of its heritage vehicles Pebble Beach Concours De Elegance. I pitched the idea for a real-time Instagram story at the event that would allow Lincoln to join in a relevant automotive conversation on social media at one of the most prestigious events of the year.
THE EXECUTION: At Pebble Beach I worked with a small crew to capture photos and videos in a 48-hour period to publish our Instagram story in real-time. I created additional carousel units for Facebook, Twitter and Instagram with the best moments of the event. To generate excitement prior to the event, I created an Instagram Story called "Guess the Grille" where viewers were encouraged to guess which Lincoln vehicle went with grille illustrations.
ROLE: ART DIRECTOR / COPYWRITER
GCD: ROSS MAUPIN
PRODUCER: SARA GOLD
PHOTOGRAPHER: KEVIN MCCAULEY