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.
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Credits
Client Lucid Agency Giant Spoon Jon Haber, co-founder; Ian Grody, chief creative officer; Corbin Brown, chief strategy & transformation officer; Bryan Ortiz-Dempler, Lexi Rodriguez, Matt Miller, Dennis Kung, creative directors; Benny Ventura, associate creative director, art; Tessa Memmott, sr. art director; Nicole Rudden, sr. writer; Savannah Chapple, art director; Eli Shapiro, writer; Jason Lau, VP content production; Colleen Miller, executive producer; Lindsay Squires, sr. content producer; Mike Elenterio, strategy director. Talent Timothée Chalamet, Larsen Thompson. Production Company Minted Content James Mangold, director; Lance O’Connor, Edina Sallay, exec producers; Claire O’Connor, Vincent Terrazzino, Sarah Haber, producers; John O’Connor, production supervisor; Josh Voress, commercial production coordinator; Brian Stevens, 1st AD; Chris O’Hara, stunt coordinator; Tobias Schliessler, DP; Jordan Ferrer, production designer; Annie Bloom, key costumer; Anny Kim, key makeup; Chris O’Hara, 2nd unit director; Mark Robinson, 2nd unit 1st AD; Bridger Nielson, 2nd unit DP. Editorial Cabin Editorial Jojo King, editor; Kenneth Munoz, cutting assist; Alex Doyle, Dani Roth, Mike Horan, assist editors; Grace Hammerstein, producer; Lisa Barnable, head of production; Katy Lester Zamora, exec producer. Audio Eleven Jordan Meltzer, sound design/mix; Whitney Morris, Paula Arnett, exec producers; Sean Kiely, producer; Kaury Hooper, assistant mixer. VFX Framestore James Rogers, executive creative director; Tim Crabtree, compositing supervisor; Paul Krist, visual development lead; Veronica Ferrari Delphin, lighting TD; Sean Dollins, layout supervisor; Rebecca Teichner, jr. layout TD; Robert Williams, Nasser Mandavisobi, Brian Yu, Nicholas Sorenson, Meg Mcguire, Ryan Ninko, Nuke compositors; Serina Flores, Matt Dobrez, Flame finishing; Jake Sadowski, Dustin Indrebo, Hiero editors; Dez Macleod-Veilleux, exec producer; Cat Pavitt, head of production; Sarah Ford, sr. producer; Maria David, coordinator. Music Supervision Good Ear Music Supervision Andrew Kahn, Danielle Toporoff, music supervisors. Color Trafik Daniel de Vue, sr. colorist; Taylor Poole, additional colorist; Geoff Linville, color producer; Ali Soof, Gemma Parr, color assists.
Creative agency Majority has launched “Up to Date,” a campaign for Gilead Sciences’ Care For The Culture platform starring comedian-actors Nicole Byer and Devon Walker. The campaign aims to make HIV prevention feel more personal, relevant and actionable for Black women by meeting them in authentic moments of dating, intimacy and self-advocacy.
The work is part of Gilead’s broader Care For The Culture platform that will run across online video, social media, streaming and linear audio, digital display, experiential activations and streaming video. The campaign will appear across platforms including YouTube, Instagram, TikTok, Reddit, Snapchat, Peacock, Tubi, NBCUniversal, iHeartMedia, Complex, BET, Essence and Ebony.
At the center of the campaign is this film--directed by Howard Grandison via Honor Society--that follows a Black woman as she considers a potential hookup, balancing attraction with the responsibility of protecting her health. Throughout the story, her internal dialogue guides her through questions about HIV, prevention options and self-advocacy. The creative extends through a series of shorter films, social content, audio, digital display and podcast integrations.
Byer and Walker serve as the woman’s competing inner voices, bringing humor and personality to the conversation as she works through questions around desire, prevention and self-care.
The campaign addresses a longstanding challenge: Although Black women continue to be disproportionately impacted by HIV, they are often underrepresented in public health messaging. According to Gilead, systemic inequities, barriers to care, HIV stigma and gaps between perceived and actual risk can make prevention feel distant, clinical or intended for someone... Read More
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