Lucid Group, Inc. (NASDAQ: LCID) maker of electric vehicles, debuted its latest creative campaign, “Driven,” with an adrenaline-fueled brand story directed by James Mangold via production company Minted Content and featuring actor Timothée Chalamet. Mangold and Chalamet earlier teamed, of course, on A Complete Unknown which was nominated this year for eight Oscars–including Best Motion Picture and Adapted Screenplay for Mangold (teaming with writer Jay Cocks) and Best Leading Actor for Chalamet.
Created by agency Giant Spoon, “Driven”–which showcases the capabilities of the all-electric Lucid Gravity–also features the stunt team from Mangold’s 2019 Ford v Ferrari blockbuster.
The Lucid brand film follows the journey of Chalamet, as The Groom, and his new bride, portrayed by Larsen Thompson, as they embark on a mission to “see the world.” When their motorcycle breaks down on a dusty desert road, the duo sneaks into a remote government facility, hijacks a clandestine supercar, and rides on towards the horizon. The campaign positions Lucid Gravity not merely as a vehicle, but as a miraculous discovery–a car with such an unprecedented combination of space, speed, and range that the only explanation is that it’s not of this world.
The two-minute director’s cut brings together a shared vision between Mangold and Lucid as the two push the boundaries of traditional partnerships to create a visual experience that both inspires and celebrates innovation. Complementing the award-winning talent in front of and behind the camera, Lucid’s story pairs a vehicle of unmatched versatility with stunt driving from Tanner Foust, a well-known professional driver. The story also features a unique arrangement of “Burning” by Yeah Yeah Yeahs.
