Life with Gravity
Global Editorial Campaign
Role: Creative Lead, Senior Art Director, On-set Creative Director
I led the “Life with Lucid Gravity” campaign, working closely with our content strategist to bring the car’s core strengths (space, efficiency, performance, design, and human-centric technology) to life in a way people could feel, not just see.
Our goal was to create content that wasn’t just about the car, but about the experiences it enables. To do that, I created a cinematic visual direction, through natural light, bold angles, real moments with talent, and styling that felt authentic. In the process, we ended up pushing Lucid’s brand identity forward, creating a fresh toolkit for imagery, wardrobe, and storytelling that is now part of the company’s creative guidelines.
We shaped stories around the four seasons, showing how Gravity fits into life all year long, the freedom and adventure of summer, the balance and utility of autumn, the confidence and performance of winter, and the sense of renewal that comes with spring.
Uncompromising space and utility means Lucid Gravity lets you brings everything and everyone to power up the perfect summer day. A group of family & friends take Lucid Gravity to the beach for a full day of fun at the beach, from coolers, and soccer balls, to powering up the grill for a beachside bbq.
Power up the good times
Shift into park, and Lucid Gravity transforms from perfect drive to perfect drive-in theater. The journey is the destination during a couple’s date night by the bay. After enjoying the sunset from Lucid Gravity’s frunk, they head back inside, activate Sanctuary, and settle in for take-out dinner and taking-in a favorite movie.
Drive-in cinema
Black Diamond Drive
Life with Gravity Winter 2025 (January-March) Black Diamond Drive, a story encapsulating the adventurous nature and performance capabilities of the Lucid Gravity
Life with Gravity Winter 2025 (January-March) Cold Weather Cargo , showcasing the space in the Lucid Gravity. With room for everything but compromise.
