LINCOLN BRAND CAMPAIGN
CASE STUDYLUXURY REDEFINED
Lincoln is a rare modern classic, aspirational, innovative, yet timeless brand. This project presented a unique opportunity to present a vision from Director Brian Petchers to beautifully capture and convey the craftsmanship, innovation, and functionality of the 2025 Corsair and Navigator. We wanted this campaign to activate the senses as if you were in the vehicle itself.
Elevated and luxurious yet naturally grounded, our approach stands apart from the typical CGI-heavy auto commercials. We crafted a visually stunning atmosphere, thanks to Brian Petchers and director of photography Paul Theodoroff's vision, through beautiful lighting, dynamic camera movements, and thoughtful casting.
TALENT
THE PROCESS
Our goal was to bring to life the world of Lincoln in a way that's both aspirational and accessible. Each shot was meticulously designed to balance beauty with function, creating something that feels both familiar and refreshingly new.
The first step in Director, Brian Petchers' process was to storyboard our scenes and set a tone. In tandem, working to scout locations and find the most on brand look for the vehicles.
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THE PERFECT LOCATIONS
Our co-producing team, Bryan Fellows and Annie Varberg, took the lead in collaborating with top-tier location scouts in Austin, Texas. Together, we conducted an extensive location scout weeks in advance, carefully selecting homes and roads that would perfectly align with the Lincoln brand’s aesthetic.
Our focus was on finding an upscale yet attainable home, along with pristine, debris-free roads that felt universally familiar—capturing the essence of "Anywhere, USA."
Our vehicles and characters needed to exist in universally relatable settings. We found locations offering long days, quality light, and temperate conditions. While avoiding palm trees, desert, snow, or barren landscapes.
LOOK AND FEEL
TECHNICAL SPECS
For this Lincoln project, we took a highly technical and cinematic approach to ensure a premium visual experience that aligned with the brand’s sophisticated aesthetic. At the core of our production was the **Sony Venice 2 CineAlta 8.6K Full Frame camera body, chosen for its exceptional dynamic range, color science, and ability to capture stunningly detailed imagery. To further elevate the look, we utilized Tribe7 Blackwing Lenses, known for their customizable tuning and ability to deliver a rich, organic texture with a perfect blend of sharpness and character.
To execute dynamic and precise automotive cinematography, we employed specialized tools like the Filmotechnic Porsche Arm car, which allowed us to capture high-speed tracking shots with unparalleled stability and fluidity. Additionally, for capturing intricate details and immersive perspectives, we incorporated the Laowa Probe Lens kit, which offered extreme close-ups and unique depth, adding a distinctive visual layer to the storytelling. This combination of cutting-edge technology and creative execution ensured that every frame reflected the elegance and performance synonymous with the Lincoln brand.
DIRECTOR'S CUT
SELECT DELIVERABLES
Our crew is the backbone of our high-quality productions. On this project and every project, their expertise is essential to our success, and we are deeply grateful for their dedication.
PHOTOGRPAHY
Finishing Partner
Colorist // Parker Jarvie
Instagram: @ParkerJarvie
We're honored to have Parker Jarvie as our colorist on this project. A long time collaborator, he's graded many of our automotive spots and time and again delivers outstanding work.
For Short Form inquires please contact: Wesley.Lewis@company3.com
Creative Director & Flame Artist // Jason Frank
THE TAPROOT EXPERIENCE
We're not just about bringing commercial projects to life; we're about curating experiences.
Our process is deeply collaborative, treating agency and clients as partners in the creative journey. We want every production to feel like a white-glove service, underlining our commitment to excellence and collaboration.
We truly believe that we bring meaningful ideas to life and part of that mission is to bring meaningful experiences to our clients as well.
We're grateful for the opportunity to have completed these 6 deliverables, and we're thankful for all of our crew members who helped bring it to life.