Lucid Motors
Compromise Nothing
Campaign
/ 2024
Launching an auto brand fueled by defiance
While Tesla squandered their goodwill, Lucid Motors has been quietly building the best damn car the world has ever seen. So when agency Giant Spoon called us to team up on their coming out campaign, we took aim at the prevailing wisdom on EV trade-offs—or those of any great pursuit—and set out to ruthlessly dismantle them.
Because Good Enough Never Was
Lucid's cars whisper, but our campaign roared—blending stunning cinematography of Lucid's absurdly capable vehicles with legendary figures known for equally unreasonable defiance—Muhammad Ali, Nina Simone, and Neil Armstrong.
Out of the gate, the introductory campaign set the stage for the launch of Lucid Gravity, and helped push quarterly revenue up 32%
Creds
Agency: Giant Spoon
Production Company: SMUGGLER
Director: rubberband.
Lucid Creative Leads: Chelsea Flaming, Gary Au
ECD/CD: Ian Grody, Lexi Rodriguez
ACDs: Tommy Dudley, Thanh Ly
Pitch Creative: Brad Hall + Whit Jenkins
