The challenge was more than just creating a campaign. It was building a strategy-backed foundation and creative platform that will inform the campaigns to come. This was a stake in the ground. A rally cry for a brand that has defiance in its DNA. In a category full of compromises, Lucid asked the question: “Why settle for the best EV when you can build the best damn car?” Through a 360 campaign, we proved that with Lucid, you compromise nothing and get everything: performance, power, style, and soul.