Lucid Motors

To celebrate Lucid going public, we wanted to build excitement for the brand. So in the days leading up to listing day, mysterious, black boxes were dropped around NYC.

Lucid had low brand awareness outside of the automotive crowd, so the only clue as to what was inside each box were small peepholes. But instead of giving a glimpse, they held QR codes driving to a teaser video.

The day $LCID hit the Nasdaq, we revealed what was inside: The new Lucid Air, the world’s longest range, fastest charging luxury EV.