For the Lincoln Continental push, she researched a route and created a narrative inspired by childhood road trips she took with her father.
The Lincoln Motor Company has tied up with acclaimed photographer, Annie Leibovitz, who moved to call on memories of childhood trips and the romance of the open road as inspiration for a series of photographs to introduce the highly anticipated Continental now in dealer showrooms.
She is admired for her use of bold colour and unconventional poses, and recognised for her work featuring high-profile personalities. Her work has included covers for Rolling Stone and Vanity Fair, with the latest starring Bruce Springsteen. The above is her first foray into car photography.
“We partnered with the world’s pre-eminent portrait photographer. The rich, warm emotions her photos evoke mirror the feelings we want each of our clients to experience on all their journeys in the new Lincoln Continental,” said Kumar Galhotra, President of The Lincoln Motor Company.
Running on the slogan ‘That’s Continental’, the photo spreads developed have just begun rolling out across high-end print publications as well as on social media. The car is said to mark quiet luxury and effortless power, while heralded for its superior craftsmanship, interior, and design details.
The campaign photos were shot in and around New York City with a small group. The setup included Leibovitz, her crew, and non-professional models—an actor, artist, musician, film director, and his dog, Seven. Surrounding the vehicle with the above subjects reflects her insistence on authenticity.
“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. So we have 10 different shots that tell a story with a nice backdrop of rural and urban,” said John Emmert, the brand’s Group Marketing Manager.