ARt Basel PARTNERSHIP
In 2013, the Lincoln Motor Company wanted to connect with audiences who were passionate about art. With a small onsite footprint with W Magazine at Art Basel Miami, we were challenged with extending the brand narrative to audiences both onsite and online.
To build a story that could communicate Lincoln's respect for individuality to the "creative elite" while providing unique (and shareable) insider information from Basel, I interviewed art-world influencers who were guests at a dinner co-hosted by Lincoln and W, asking them to discuss how Art Basel Miami had evolved, and developed visual interpretations to go along with the quotes and story.
For real time coverage from Basel, I worked with social photographer Amanda Jasnowski to shoot portraits of the influencers, along with some interpretive shots that described the Basel events to social audiences. I then worked with an illustrator, JooHee Yoon, to illustrate interpretations of key quotes from the interviews. This content was combined with a long form article on the Lincoln brand channel, and was socially-promoted to Art Basel audiences, influencers' audiences, and individuals targeted for their interest in the arts.
Through this project, we expanded coverage of Lincoln's involvement with the art world to an audience over 2 million strong, and kept the story circulating throughout the year. Content was published across Tumblr,Twitter, Instagram, and Facebook, along with long form content on Lincoln Now.