Lincoln is expanding beyond traditional advertising with the debut of its first long-form digital content series, Stories from the Second Row, now streaming on YouTube.
The series shifts focus away from celebrity front rows and toward the cultural architects working just outside the spotlight, the title sequence designers, emoji creators, and choreographers whose influence shapes everyday moments.
Designed to resonate with a culturally curious audience, the series reflects the mindset of Lincoln Navigator owners: individuals who may not seek the limelight but whose craft, intelligence, and leadership quietly shape the world around them.
The first three episodes feature in-depth conversations with Amanda Koh, a designer behind major motion picture title sequences; Bob Goodson, credited with inventing the “like” emoji; and José Hollywood, a choreographer who has worked with artists including Beyoncé.
Each episode unfolds inside the Navigator’s second row, where guests are chauffeured through the city during an intimate, mobile conversation. The vehicle itself becomes more than a backdrop, positioned as a modern luxury environment built for reflection, collaboration, and creativity. Watch below:
“The Second Row is a storytelling series from Lincoln that spotlights individuals shaping culture behind the scenes,” said Gabi Crowley, Lincoln Social Comms and Strategy Manager. “By transforming the second row and signature features of the Lincoln Navigator into a space for reflection and conversation, the series highlights those whose influence shapes the world around us and reveals how their work has touched our everyday lives.”
The series marks a strategic shift for Lincoln, leaning into long-form, interview-driven storytelling aimed at a discerning audience that increasingly consumes culture through streaming platforms rather than traditional commercial breaks.
Jon Pearce, Global Chief Creative Officer at Hudson Rouge, added, “Leaning into a mobile talk show format allowed us to create entertaining content from the comfort of the Lincoln Navigator, which was the perfect setting to spotlight the movers and shakers behind the scenes. This storytelling series gives Lincoln a way, beyond celebrity, to connect with other ‘real’ people out there.”
The first three episodes are now available on Lincoln’s official YouTube channel.
CREDITS:
BRAND: Ford
AGENCY: Hudson Rouge, A VML Company
- Chief Creative Officer – Jon Pearce
- Creative Director – Todd Houlette
- Copywriters: Tim Donohue, Shareen Stanfa
- Art Directors: Dan Kim, Jacob Ireland
- Head of Integrated Production – Mary Ellen Verrusio
- Executive Producer – Deanna Shenn
- Business Manager – Holly Woodmansee
- Senior Talent Manager – Angela Martin
- Chief Executive Officer – Michael Stefanski
- Group Account Director – Jeremy Meadows
- Account Director – Tavia Moore
- Account Director – Casey Browning
- Chief Strategy Officer – Ted Gott
- Group Strategy Director – Cam D’Auria,
- Social Director Connections – Sarah Stang
- Social Supervisor Connections – Brenda Uribe
PRODUCTION COMPANY – Honor Society
- Director – Adam Donald
- Executive Producer – Megan Kelly
- Line Producer – David Feikins
- Director of Photography – Nate Hurtsellers
EDIT: Rec Room (sister company of Honor Society)
- Executive Producer – Joy Saylor
- Editor – Bryan Moak
Post / VFX: MacGuffin Films (sister company of Honor Society)
- Finishing Producer – Joy Saylor
- VFX Lead – Oliver So
COLOR: Rare Medium
- Color Grade Artist – Mikey Rossiter
- Producer – Nubia Lima
MUSIC/LICENSED – “Tootsee Roll” (lyric rights only)
MUSIC: Music And Strategy (MAS)
- Producer – Nora Dabdoub
- Audio Finishing – Heard City
- Post Engineer / Mixer – Mike Vitacco
- Producer – Melanie Klein
SOUND DESIGN: (stock sfx only)
- Composer / Engineer – n/a
- Producer – n/a
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