Lucid Motors
“DRIVEN” | LUCID x TIMOTHÉE CHALAMET
The all-electric Lucid Gravity is so unlike any SUV made on Earth… the only explanation is it isn’t. So who better to tell a story of this extraordinary scale than Timothée Chalamet and legendary film director James Mangold (A Complete Unknown, Ford v Ferrari)? The result was a sci-fi high-speed desert escape, which GQ teased as a “proof of concept” for the duo’s next Hollywood blockbuster.
SOCIAL ACTIVATION
But first, to tease our launch, we “leaked” secret government files on Reddit to an audience thirsty for conspiracy.
Immersive lore and hidden Easter eggs expanded the world of the campaign and brought uninitiated fans into the Lucid universe.
Next, Lucid’s new brand ambassador began appearing with the Gravity in prestige publications.
VIDEO
Finally, beyond the film, lifestyle ads spotlighted the unlikely features and benefits of the otherworldly vehicle.
The result was a launch as epic and spectacular as the Gravity SUV itself.
CCO: Ian Grody
Creative Directors: Bryan Ortiz-Dempler, Lexi Rodriguez, Matt Miller, Dennis Kung
ACD: Benny Ventura
Senior Copywriter: Nicole Rudden
Senior Art Director: Tessa Memmott
Copywriter: Eli Shapiro
Art Director: Savannah Chapple