Lincoln has hired renowned portrait photographer Annie Leibovitz to shoot a campaign promoting the Continental. Although it’s her first venture into car photography, her pictures provide a unique perspective on Lincoln’s flagship car and the experiences it could help create.
In the making of the campaign, Leibovitz drew inspiration from the road trips she took with her father when she was a child. “She said that’s how she first developed her photographic eye – by looking out the back window at the horizontal framing of the landscapes of America,” said John Emmert, group marketing manager at Lincoln, in a press release. “So in the end, we have 10 different shots that tell a story with a nice backdrop of rural and urban – and all decidedly unconventional in terms of car photography.”
The photos were all shot in and around New York City with a small crew: an actor, an artist, a musician, a film director, and the film director’s dog named Seven. None of them are professional models, a choice which Lincoln says shows the authenticity of the campaign.
Leibovitz is a photography legend known for using bold colors and unusual poses while at publications like Rolling Stone and Vanity Fair. She was the first woman to have her photographs shown in an exhibition at the National Portrait Gallery in Washington, D.C.
The Lincoln Continental campaign rolls out today in print publications and on social media. Watch the video below for an inside look at the making of Leibovitz’s campaign.