From the summer of 2021 to the end of 2022, I worked in-house with Lucid Motors during an exciting and critical time for the company. I helped lead projects that took them from a startup to a publicly traded company, saw the first cars roll off the line and hit the road, and created work to celebrate Lucid Air being named car of the year, in its first year out.
The work ranged from content creation and advertising to brand and content strategy to blog and email writing. The following is just a bit of what we created during my time there.
Car of the Year
Working with Erich and Kallman, we created this television spot to act as both a bold stake-in-the-ground and an ambitions future-facing announcement.
Lucid Air Sapphire Launch
Lucid Air Sapphire is the most powerful production sedan ever created. And the Sapphire brand represents Lucid's dedication to pushing the limits of performance. To launch both the car and the brand, we had to express not only raw power and speed, but give a look at the technology that makes it all possible.
Testing Series
Despite the amazing technology advancements that electric vehicles have made, they've gained a reputation for being unreliable. Speaking to those concerns before a car is on the road is a challenge. We created this testing series to show the uncompromising engineering that goes into every Lucid vehicle.