Lincoln Aviator Launch "Into the Fray"

Our first stage for the Lincoln Aviator launch aims to set Lincoln apart from its tightly wound and speed-obsessed competitors. Through a brightly colored smoke “fray” that represents the frenzy of the “others”, we had the Aviator dramatically break free, drawing attention to the brand’s focus on performance that relaxes and revitalizes.

It features Matthew McConaughey, the Detroit Symphony Orchestra, a few CG sharks and was beautifully directed by Johan Renck, whose work on Chernobyl earned him an Emmy award.