Lincoln called upon the services of acclaimed photographer Annie Leibovitz to shoot a series of photographs introducing its new Continental saloon.

“That’s Continental,” is the tagline for a series of Leibovitz photo spreads that have now started to appear, uncredited, in high-end print publications as well as social media feeds.

Leibovitz, admired for her use of bold colour and unconventional poses, has photographed celebrities, literary icons, politicians and high-profile events. Her work has included covers for Rolling Stone and Vanity Fair – the latest featuring rock legend Bruce Springsteen. This is her first foray into car photography.

Check out the behind-the-scenes video from the Lincoln Continental Annie Leibovitz shoot...

“Annie creates rich, engaging narratives through her photographs,” says John Emmert, group marketing manager of The Lincoln Motor Company. “And in this story, the Continental is the key character that enables a memorable journey.” 

The photos for the campaign were shot in and around New York City with a small group – Leibovitz, her crew and the non-professional models – an actor, an artist, a musician and a film director (who brought along his dog, Seven, also featured in the photos).

The choice of surrounding the Continental with non-professional models reflects Leibovitz’ insistence on authenticity. Although the original assignment required only six photos, Leibovitz, true to her nature, researched a route and created an entire narrative that was inspired by childhood road trips she took with her father.

“She said that’s how she first developed her photographic eye – by looking out the back window at the horizontal framing of the landscapes of America,” says Emmert. “So in the end, we have 10 different shots that tell a story with a nice backdrop of rural and urban – and all decidedly unconventional in terms of car photography.”

While the car has been completely redesigned and re-interpreted, the name – and the history – still resonates with the public.