All-New Lincoln Navigator

"Build Your Legacy" Digital Campaign with Serena Williams

Lincoln needed a fresh perspective for its all-new Navigator launch in order to reach a new audience and evolve their brand. We pitched a passionate case for tennis legend and new mother Serena Williams. We took the creative a step further and asked Serena if she would be a co-director. Weaving her Instagram videos and original exclusive footage she and Alexis filmed into the campaign gave her ownership of her story. It also allowed for a level of authenticity we could not have captured on our own. We adapted each piece of content so that it tracked with her life events and told a holistic story about navigating career and motherhood.

Role: Group Creative Director | Client: Lincoln | Agency: Cycle Media

We designed and created over 40 pieces of original content tailored to each specific phase of the media buy and purchasing journey. The content ran across Serena Williams' and Lincoln's social media accounts. Content included mid-funnel videos (below), lower-funnel videos, micro videos, carousels and photos.

Power

Intuition

Grace