2022 was a big year for Lucid, an electric vehicle company known for making the kind of luxury vehicles A-listers and thought leaders crave.

It was the year they began delivering on reservations and shifted into production on new models — in short, the year the brand went full throttle. However, the EV market remains new; many brands are still spinning their wheels trying to establish their identity among consumers. To change that, Lucid tapped MOCEAN to tell the world who they were — and to make everyone dream of driving one of their cars.​

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My first task was to define a lens for our content — something that would allow us to zero in on what sets Lucid apart from other EVs. I worked with the client to establish consistent voice and creative guidelines that framed Lucid’s value in terms of its biggest strengths — performance, luxury, and sustainability — and began building an evergreen content series that spoke to these values in creative, upscale ways. I helped them identify opportunities within their existing social identity, such as giving Lucid’s passionate LinkedIn audience a larger role in the brand’s overall social portfolio. I also collaborated with their paid ads team to identify themes, steer and craft copy direction, and create assets to drive engagement on paid social.

 

It wasn’t long before Lucid began bringing MOCEAN on for larger initiatives. I built plans to amplify their presence at major events like Monterey Car Week, identifying key moments of amplification into content fine-tuned for each platform’s audience. I concepted and steered bespoke creative that reflected Lucid’s values — such as a video marking the brand’s birthday, which shares a date with both World EV Day and California’s admission to the Union. I connected them with legacy brands and facilitated their participation in a holiday toy drive that combined the forces of Lucid, Disney, and Marvel. Most importantly, I developed content rollouts and custom creative that highlighted Lucid’s new model announcements — the most critical beats in any auto manufacturer’s narrative.