Mic Drop
An original is all about being bold, inspiring, and embracing nonconformity. So, to celebrate their original luxury SUV, Lincoln joined forces with an original icon to create a mic-drop-worthy campaign. This was more than just a broadcast spot, too. Taking ownership of campaign extensions across organic social, OOH, and paid media, I helped amplify the distinct spirit of the “Originals” campaign at every touchpoint. From punchy social content to strategic media placements, each element echoed the unapologetic energy of originals.
Collaborators: Grace Bastyr (Art Director), Luke Partridge (Creative Director), Howard Collinge (Creative Director), Jon Pearce (Chief Creative Officer)
BTS Interview with Serena
After filming was finished for Lincoln’s “Mic Drop” spot, I led a behind-the-scenes interview with Serena Williams (which was a pretty big mic-drop moment for me).
The “Originals” Debates
How can you bring a little swagger and entertainment value to vehicle features? Like this.
In a series of social videos, we filmed local Miami talent discussing “true” originals while simultaneously showcasing hero features in the 2025 Navigator.
I took the lead on the conception, casting, script development, post-production, editing process, and final touches… and the content is still sparking conversation on Lincoln’s social channels. Check out the posts here, here, here, and here.
Navigator Owner Portraits
Bringing some authenticity to this campaign, we handed the mic over to real Navigator owners with interesting stories in a series of videos and stills. I helped with the casting selections and led the interviews, which were shared on Lincoln’s social channels, various digital outlets, and displayed in high-traffic OOH locations.
Behind the Glass
What makes an original so intriguing? I wrote the script for this social video to add an air of mystery about “who’s behind the glass.”
Paid Media
I wrote the copy for the paid media portion, which was shared on various digital channels and CTV outlets.
