Dune actor Timothée Chalamet has starred in a soaring new spot for EV brand Lucid via US agency Giant Spoon.
James Mangold, director of Ford v Ferrari and the Bob Dylan biopic A Complete Unknown (in which Chalamet also stars) was calling the shots.
In the film, Chalamet (Lucid’s first global brand ambassador) is seen stuck on the side of the road with his new bride, played by Larsen Thompson, tending to a broken down motorbike.
“Though we were gonna see the world?” she complains.
At that moment, Chalamet is struck by a moment of inspiration and decides to break into the high-tech production facility lined by a sturdy chain link fence.
Inside one of the aeroplane hangers, Chalamet chances upon the new Lucid Gravity electric SUV and makes good his and his bride’s escape.
After breaking out from the facility, leaving pursuers in his wake a road sign shows Tuscon, Arizona is 430 miles away. Fortunately, the camera pans to the dash, showing the Gravity has 450 miles of range on a full charge—what a relief. And the motorbike fits in the boot, too.
Still, it’s a brilliantly shot piece of creative nonetheless. While the hero film is two minutes long, it’s also available in 30- and 60-second cut-downs.
“This campaign marks an exciting step into a new kind of storytelling for Lucid,” said Akerho “AK” Oghoghomeh, senior vice president of marketing at Lucid Motors.
“Bringing together Timothée and James gave us an incredible opportunity to explore how cinematic craft can bring Lucid Gravity to life. James’ vision captures its versatility, performance, and handling in ways that invite people to experience the brand differently; through story, not just specification.”
“It was a gift,” Chalamet told GQ via email about reuniting with Mangold.
“A Complete Unknown is a totally different tone, we had never zoomed around on set together in cars. In many ways, it was a proof of concept.”
“[This opportunity] happened very organically,” Chalamet added. “I had been driving around a Lucid that wasn’t mine but absolutely loving it.”
Lucid also announced that it closed a US$300 million investment from Uber to help its next-generation robotaxi development program.
The robotaxi will leverage Lucid Gravity’s advanced technology platform, redundant electrical and controls architectures, and long range, which together make it an ideal fit for use in a scalable robotaxi offering. Uber aims to deploy 20,000 or more Lucid vehicles through the program over six years.
“Lucid’s innovations and technologies are second to none, and Uber’s investment is just the latest example of a third-party validating our highly advanced technical platform,” said Marc Winterhoff, interim CEO at Lucid. “We look forward to further strengthening our close working partnership with Uber in the years to come, and continuing to explore new markets, opportunities and partners that can best leverage Lucid’s leading technology.”
There’s no word on whether you get Chalamet thrown in, however.
Credits
Lucid
Vice President Akerho Oghoghomeh
Vice President Derek Jenkins
Marketing Director David Di Bene
Partnerships Jennifer Jones
Brand Director Nathan Barbour
Executive Creative Director Chelsea Flaming
Creative Director Gary Au
Strategist Tripp Gobble
Content Producer Aaron Zimmerman
Marketing Nick Coogan
Team Bryson Shellito
Marketing Ivan Chung
Agency / Creative
Giant Spoon
Founder Jon Haber
Chief Creative Officer Ian Grody
Chief Strategy Officer Corbin Brown
Creative Director Bryan Ortiz-Dempler
Creative Director Lexi Rodriguez
Creative Director Matt Miller
Creative Director Dennis Kung
Associate Creative Director Benny Ventura
Art Director Tessa Memmott
Writer Nicole Rudden
Art Director Savannah Chapple
Writer Eli Shapiro
Vice President Jason Lau
Executive Producer Colleen Miller
Content Producer Lindsay Squires
Vice President Jamie Simm
Account Director Miranda Estrella
Account Manager Audrey Gray
Strategy Director Mike Elenterio
Project Manager Mike Antonellis
Production
Minted Content
Director James Mangold
Executive Producer Lance O’Connor
Executive Producer Edina Sallay
Producer Claire O’Connor
Producer Vincent Terrazzino
Producer Sarah Haber
Production Supervisor John O’Connor
Coordinator Josh Voress
1st AD Brian Stevens
Coordinator Chris O’Hara
Director of Photography Tobias Schliessler
Production Designer Jordan Ferrer
Costume Designer Annie Bloom
Makeup Artist Anny Kim
Director Chris O’Hara
1st AD Mark Robinson
Director of Photography Bridger Nielson
Production Atrbute
Photographer Chris Noltekuhlmann
Managing Director Shelby Ross
Executive Producer Min Soo Kim
Line Producer Jonathan Park
Digital Imaging Technician Florian Brandl
Director of Photography Tom Campbell
Post Production / VFX
Framestore – New York
Executive Creative Director James Rogers
Compositing Tim Crabtree
Post Production Paul Krist
Lighting Veronica Ferrari Delphin
Concept Artist Sean Dollins
Concept Artist Rebecca Teichner
Compositing Robert Williams
Compositing Nasser Mandavisobi
Compositing Brian Yu
Compositing Nicholas Sorenson
Compositing Meg Mcguire
Compositing Ryan Ninko
Flame Artist Serina Flores
Flame Artist Matt Dobrez
Editor Jake Sadowski
Editor Dustin Indrebo
Executive Producer Dez Macleod-Veilleux
Head of Production Cat Pavitt
Producer Sarah Ford
Coordinator Maria David
Post Production / VFX Trafik
ColouristDaniel De Vue
Colourist Taylor Pool
Colour Producer Geoff Linville
Colour Assistant Ali Soof
Colour Assistant Gemma Parr
Post Production / VFX
ARC Creative
Managing Director Anastasia Von Rahl
Executive Producer Krista Staudt
Producer Erin Hicke
2D Lead Alex Wysota
2D Lead Lane Jolly
2D Lead Chris Kasten
2D Artist Sandra Ross
2D Artist John Yu
2D Artist Jeff Robins
2D Artist Amanda Elliott
2D Artist Julien Aucouturier
Coordinator Colin Bokor
Editorial
Cabin Edit
Editor Jojo King
Cutting Assistant Kenneth Munoz
Edit Assistant Alex Doyle
Edit Assistant Dani Roth
Edit Assistant Mike Horan
Editor Katie Pehowski
Producer Grace Hammerstein
Head of Production Lisa Barnable
Executive Producer Katy Lester Zamora
Music / Sound
Eleven
Sound Designer Jordan Meltzer
Executive Producer Whitney Morris
Executive Producer Paula Arnett
Sound Producer Sean Kiely
Sound Mix Kaury Hooper
Music / Sound
Good Ear Music Supervision
Music Supervisor Andrew Kahn
Music Supervisor Danielle Toporoff
