Lincoln Middle East / 2020
Lincoln Navigator
A story of heritage, purpose and the patience it takes to master your own path.
- THE IDEA
- Give existing pearl-diver footage a new expression through English and Arabic manifestos and hand-drawn calligraphy.
- MY ROLE / 2020 FILM REFRESH
- Associate Creative Director · Scriptwriter · Calligraphist
- CLIENT
- Lincoln Middle East
- AGENCY
- GTB (Y&R Middle East)
- ROLE
- Associate Creative Director · Scriptwriter · Calligraphist
- TYPE
- Luxury / Brand film
The campaign
My contribution to Lincoln Navigator was the 2020 campaign refresh, as Associate Creative Director, Scriptwriter and Calligraphist. The refresh built on existing footage of a pearl diver, connecting patience, craft and inherited knowledge with the idea of a life mastered.
The refresh developed English and Arabic manifestos around that footage, asking, “Where do we go from here?” The Arabic line, “إتقان يثري حياتك”, and hand-drawn calligraphy carried that expression into the campaign identity.
DIGITAL ACTIVATION / SNAPCHAT
Step inside your sanctuary.
Navigator’s promise of sanctuary became a place people could explore on their phones. A Snapchat portal lens put them inside a 3D version of the cabin, bringing the interior experience beyond the showroom.
People could look around the seats, dashboard and cabin finishes, then tap hotspots to discover key features. The idea gave them time with the details: a personal, self-guided introduction to the space at the heart of the campaign.
Have a brief in mind?
Creative direction, writing and cultural thinking across Arabic and English.