LUCID: DRIVEN – WITH
TIMOTHEE CHALAMET
For its first-ever all-electric SUV, Lucid Motors needed a moment bold enough to break through a crowded EV category.
The challenge? The Lucid Gravity was so ambitious that people couldn't quite agree on what it was. With unprecedented speed, space, and range, reviewers compared it to everything from a supercar to a spaceship.
So we turned the obstacle into the idea. Partnering with Timothée Chalamet and filmmaker James Mangold, we created "Driven," a cinematic campaign that blurred the line between automotive advertising and Hollywood filmmaking, positioning the Lucid Gravity as something unlike anything on the road – or on Earth.
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2026 SILVER Telly Winner - Automotive Branded Content
Agency: Giant Spoon
Starring: Timothée Chalamet, Larsen Thompson
Directed by: James Mangold
CCO: Ian Grody
Creative Directors: Bryan Ortiz-Dempler, Lexi Rodriguez, Matt Miller, Dennis Kung, Benny Ventura
Art Direction: Savannah Chapple, Tessa Memmott
Copywriters: Eli Shapiro, Nicole Rudden
Production: Minted Content
To build anticipation ahead of the film's release, we seeded the world of Driven on Reddit by "leaking" a redacted classified government document detailing the investigation into the seemingly otherworldly Lucid Gravity.
Designed around Reddit's spoiler tags, comment threads, and sleuthing culture, the post invited users to unravel the mystery before the campaign launched.
The result was the highest-performing Reddit Freeform ad unit in the platform's history.
