Dream Ahead

Lucid Motors was looking to launch their flagship car, the Lucid Air, in tandem with their listing day on NASDAQ. We needed to get people excited about a luxury EV that wasn’t a Tesla so days before the IPO we placed mysterious black boxes throughout New York City, from Hudson Yards to Madison Square Park and the Oculus. Each box had a peephole to view the contents inside, but instead showed a QR code that drove visitors to a teaser video. On the day of the public offering, we revealed the new Lucid Air in all of its glory, complete with a brand launch video.


A Social-led Activation

To create excitement prior to the event in New York City, we tweeted out the location of these boxes. Once they found the box, passersby scanned the code, leading to a teaser video which announced that the Lucid Air would soon be revealed.

On listing day, we debuted the Lucid Air with full-page ads in the New York Times and Wall Street Journal.

And we debuted the Air nationally during the Oscars.