Monterey Car Week
At Monterey Car Week, Lucid introduced a Concept Vehicle; the Gravity X, through an experiential installation designed to explore the intersection of performance, adventure, and lifestyle. The booth combined immersive storytelling, physical design, and cultural collaboration to showcase how Lucid’s SUV platform extends beyond the road and into the broader landscape of California outdoor culture.
Challenge:
The Lucid Gravity is a seven-seat SUV entering a category often associated with family-focused vehicles. The challenge was to shift perception toward Lucid’s core identity as a high-performance technology company and position Gravity as a vehicle for adventure and exploration.
Insight:
SUV space is often defined by how many people you can fit inside. But when that same space is filled with bikes, boards, and outdoor gear, the narrative shifts toward adventure and exploration.
Idea:
Create a raw video portrait of professional mountain biker Jaxson Riddle, capturing his drive to explore new places and push boundaries. That story carried into the booth through an experiential wall installation filled with outdoor gear and dimensional objects that reflected the adventurous lifestyle surrounding the Lucid Gravity.
Execution:
The concept came to life through a combination of experiential design elements and documentary storytelling:
• Experiential installation introducing the Lucid Gravity X Concept at Monterey Car Week
• Custom illustrated wall installation combining outdoor gear graphics with dimensional objects such as surfboards and skateboards
• Documentary-style interview video featuring professional mountain biker Jaxson Riddle
• Integration of video and multi-sensory storytelling elements, such as landscaped inspired scents, and brand cards to frame Gravity as a platform for adventure and exploration
Role:
• Creative direction for the video, including storytelling, visual direction, set design, wardrobe, and post-production
• Creative direction for the experiential booth design and visual concept of the installation wall
• Cross-functional collaboration across experiential design, product marketing, exterior design, engineering, and executive leadership
• Creative development and production partnership with experiential agency XDA