CASE Studies
Sapphire
Experience the Best
This Lucid Air TV commercial premiered during the 95th Academy Awards®. Featuring a Stellar White Lucid Air Touring atop snow-drenched Tahoe mountains, the script shares the unexpected dualities of a luxury EV.
When you get in, you’ll get it.
A New Shade of Speed
The Lucid Air Sapphire is a 1,234hp fully-electric super sports sedan. To support the first customer deliveries of this high-performance brand, we unleashed the STIG on Sonoma Raceway in California to show some lucky owners, journalists, and every car enthusiast going that the future is faster. Ready. Set. Blue means go!
GRAVITY
Offroad Capability TESTING
Testing Lucid’s first SUV, Gravity in a myriad of climates was awesome. Here we trekked out to a proving grounds in the desert to put Gravity into a number of rugged terrains to see how it would perform. Despite it’s name, we even got it off the ground!
The Pure Summer Campaign
The Lucid Air Pure is the distillation of amazing range, performance, efficiency, and space — all packaged into Lucid’s most essential and lightest vehicle yet. Launching this all-new product in Summer of 2023 demanded a campaign activation as luxurious as its PureLux Mojave interior.
In collaboration with product marketing, sales, the digital team, legal, executive leadership, and our in-house brand and content group, I helped engineer a full-funnel integrated content strategy to accelerate awareness of the car and electrify prospective customers throughout the summer.
Summer in the Hamptons
Brand Activation
It’s shorthand for American luxury. And as an emerging luxury brand, Lucid is always looking for ways to align itself with this value. To meet that brand signal, we set out on an epic summer road trip through the Hamptons in the Lucid Air Pure. Transporting our audience past iconic scenes and moments of real-world practicality, our social-first storytelling featured multiple couples and families and explored how the 410-mile range EV propels a lifestyle of modern luxury.
Summer without stopping. Our brand story started with an escape from Brooklyn to the Baker House hotel in East Hampton where we asked people to swap the city for serenity.
Luxury. Pure and simple. As the campaign progressed, we wanted to give our audience a moment of rest, a chance to recharge, and the opportunity to fall in love again.
The Pure Summer Event
Product Marketing and Sales
Saturday morning. Adventure awaits.
Video 1: Our audience woke to an invitation to participate in a Labor Day roadtrip where they controlled the journey.
All roads lead to the Hamptons.
Video 2: Depending on the poll outcome, we served video 2A or 2B. Different bridge sequences ended in the same Hamptons location.
Sight seeing in the Hamptons. Lovely.
Video 3A or 3B was served depending on audience preference. Both stories ended at the Baker House Hotel.
Variety is the spice of life. But…
…not for our content. Video 4A, 4B, and 4C (like everything else in this activation) were simply repackaged assets from the larger campaign.
Back to Gurneys Hotel.
Video 5: returned our three divergent storylines back to a single path and gave us another opportunity to highlight the hotel partnership.
Range is the ultimate luxury. By featuring the Hamptons iconic town signs we told a story about Air Pure’s game changing range without ever sharing the exact number.
Life isn’t linear. And neither are our stories. We intentionally dropped our New York content into the middle of our campaign because that’s how people experience the Hamptons.
Concurrent to our social activation, we produced a suite of branded digital, retail Studio, and TV content to maximize sales activity in anticipation of Labor Day. Content was refreshed weekly to keep prospects engaged and message refinement was guided by campaign analytics feedback.
Labor Day Weekend. The End of Summer.
Room with a view. Lucid’s summer partnership with the Gurney’s hotel inspired a lifestyle space story that showed off Air Pure’s expansive interior and cargo capacity.
You’re gonna need a longer summer play list. Our summer brand story wrapped with a day at the beach and a reminder that with Lucid Air’s range, you can just charge it when you get back.
TV and Paid Streaming
Rounding out the Pure Summer Campaign, we created 12 paid streaming and TV commercials in :30, :15, and :06 versions. These stories were designed to both introduce Lucid to markets with low unaided-awareness and to drive sales and test drive conversions.
To extract further value from our campaign creative and end the summer on a high, we developed a three-day Instagram Stories activation for Labor Day weekend. Through our audiences’ collective answers to poll questions, we assembled a dynamic roadtrip that could take different routes and embark on different adventures depending on what the group wanted to do and where they wanted to go.
Decision Time. Escape the city.
Poll 1: Which bridge should Air Pure take to leave New York?
What next. Coffee or carry on?
Poll 2: Served up mid morning, we let our audience choose how they wanted to spend their first afternoon in the Hamptons.
Sunday morning. Lots to do.
Poll 3: The roadtrip would split into three possible story directions on Sunday. The challenge would be cording them all back together.
And now for something a little different.
To keep our audience engaged and show Air Pure in a different way, we prepared beauty shots of the car to align with the chosen story arc.
Labor Day Monday.
The final piece of content bears striking resemblance to one the Paid Streaming and TV commercials. With a few small picture tweaks and a new storyline we delivered a simple Happy Labor Day message to complete our Summer in the Hamptons. Pure bliss.
