When Lucid Motors unveiled its most ambitious vehicle yet—the Lucid Gravity SUV—it faced an unexpected challenge: the industry couldn’t place it. Its unprecedented mix of space, speed, and range drew reactions that swung from cynical (“It looks like a futuristic minivan”) to awestruck (“It’s a seven-seat supercar”). The Lucid Gravity wasn’t just ahead of the category–it felt not of this world.
To launch a vehicle that defied comparison, we adapted Lucid’s brand platform, Compromise Nothing, into a bold new expression: a cinematic event that positioned Lucid Gravity as a cultural icon of innovation, performance, and design.
We partnered with Lucid’s first Global Brand Ambassador, Timothée Chalamet, and acclaimed filmmaker James Mangold (“A Complete Unknown”), creating work that blurred the boundaries between brand storytelling and Hollywood filmmaking.
The result was “Driven”—a high-octane film following a newlywed Chalamet on a surreal desert journey that mirrors Lucid Gravity’s own otherworldly capabilities. Playing “The Groom” opposite Larsen Thompson as “The Bride,” Chalamet begins the story stranded on a dusty desert road after their motorcycle breaks down. The duo stumbles upon a remote government facility, hijacks a clandestine supercar, and speeds toward the horizon—discovering Lucid Gravity’s unrivaled power and futuristic design along the way.
“Driven” launched with a modern media strategy for a modern vehicle, across broadcast, digital, social, and print, including in a first-of-its-kind YouTube TV’s NFL broadcast. Every touchpoint reinforced the Lucid Gravity as a breakthrough in what a luxury electric SUV can be.
The two-minute director's cut brings together a shared vision between Mangold and Lucid, elevating Lucid Gravity from automotive innovation to miraculous discovery.
Complementing the award-winning talent in front of and behind the camera, the story also features a unique arrangement of “Burning” by the Yeah Yeah Yeahs.
By combining world-class cinematic craft, A-List talent, and Lucid’s groundbreaking technology, the campaign delivered a launch worthy of the Lucid Gravity itself–one that redefined automotive storytelling and showcased a vehicle truly unlike anything on the road.
Results include:
