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DSO x Lincoln

We were asked to come up with new in-car product innovations that epitomize ‘The Lincoln Way’ philosophy which we could then harness in our marketing and communications. Opportunity - Cold electronic warning notifications tend to be pretty standard across most vehicles. With Lincoln being a Detroit native and Detroit having the rich musical history that it does, we saw an opportunity to elevate the in-car experience of the New 2020 Lincoln Aviator. Solution We enlisted the Detroit Symphony Orchestra to compose sounds that would replace the cold electronic tones with warm chimes. But we didn’t stop there, we enlisted artists such as Karreim Riggins and Night Feelings to compose their own versions of the sounds created by the DSO. These were performed at different events live across America accompanied by the Hiplet ballerinas.

Project Roles
Creative Director
Content Strategy, Creative Direction
Branded Content, Music Videos
Project Industries
DSO x Lincoln