Dearborn, October 19, 2016 – Acclaimed photographer Annie Leibovitz called on memories of childhood trips and the romance of the open road as inspiration for a series of photographs to introduce the highly anticipated Lincoln Continental.
“We partnered with the world’s pre-eminent portrait photographer to launch the new Lincoln flagship,” says Kumar Galhotra, president of The Lincoln Motor Company. “Annie Leibovitz is a photographer of substance. The rich, warm emotions her photos evoke, mirror the feelings we want our clients to experience on all their journeys in the new Lincoln Continental.”
The new Lincoln Continental is the ultimate in quiet luxury and effortless power, heralded for its superior craftsmanship, inviting interior and thoughtful design details. The vehicle has been expressly designed for discerning clients seeking a world-class driving experience.
The photos for the campaign were shot in and around New York City with a small group – Leibovitz, her crew and the non-professional models – an actor, an artist, a musician and a film director (who brought along his dog, Seven, also featured in the photos).
The choice of surrounding the Continental with non-professional models reflects Leibovitz’ insistence on authenticity – another trait she shares with the Lincoln brand.
Although the original assignment required only six photos, Leibovitz, true to her nature, researched a route and created an entire narrative that was inspired by childhood road trips she took with her father.
“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,” says Emmert. “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.”
While the car has been completely redesigned and re-interpreted, the name – and the history – still resonates with the public.
“That’s why we’re using ‘That’s Continental,’ as our launch theme,” says Emmert. “It suggests a continental approach to life, as well. Being curious, being confident, wanting to know more … it’s the embodiment of Lincoln.”