LUCID

I led creative direction across photo and video campaigns for Lucid Motors, shaping how the brand came to life through imagery, film, and storytelling. This included everything from studio photography and cinematic spots to social-first content and launch films, each crafted to capture Lucid’s blend of luxury, performance, and innovation.

I designed brand experiences beyond the screen, developing immersive event environments and retail merchandise that extended the visual language into physical space. From car unveilings to customer moments, each project aimed to create a cohesive, elevated experience that reflected Lucid’s design-forward, technology-driven identity.

Below are a few samples

Sapphire

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!

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.

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!