Photographer Annie Leibovitz Shoots Lincoln Continental Campaign


Dearborn-based Lincoln Motor Co. has partnered with photographer Annie Leibovitz, whose work has been featured on the covers of Rolling Stone, Vanity Fair, and more, on a campaign for the new 2017 Lincoln Continental. The project is Leibovitz’ first foray into automotive photography.

“That’s Continental” is the tagline for Leibovitz’ Lincoln Continental photo spreads, which will begin appearing in print publications and social media feeds today.

“Annie Leibovitz is a photographer of substance,” says Kumar Galhotra, president of Lincoln. “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 photos for the campaign were shot in and around New York City with a small group comprised of Leibovitz, her crew, and a group of non-professional models.

The original assignment required only six photos. However, Leibovitz, who has photographed celebrities, literary icons, politicians, and high-profile events, researched a route to create a 10-shot narrative for the campaign that’s inspired by childhood road trips she took with her father.

The Continental features e-latch door handles, driver assist technology, SYNC 3 technology, a Revel Audio system, a new rear seat package, wood trim, and more.

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