Case study · Lucid Motors · Brand launch films · Executive Producer

Gravity + Sapphire: two launch films at broadcast quality

Apple Keynote-caliber brand films for two of the most visible product moments in Lucid's history, produced through the internal studio Danee built from zero.

The before

Lucid needed brand launch films for the Gravity SUV reveal and the Lucid Sapphire launch, and the bar was broadcast quality: live-action, CGI, and motion graphics integrated across films running 25+ minutes each. The internal creative studio was 50+ people. The external network spanned production companies, CGI studios, motion graphics partners, and broadcast specialists. A $4.35M campaign budget had to deliver against revenue growth targets that required both launches to land, with engineering specs still evolving underneath the creative.

What we built

  • Two 25+ minute brand launch films at broadcast quality, integrating live-action, CGI, and motion graphics into one coherent experience per film.
  • Direction of the 50+ person internal studio across both launches, with external vendor orchestration across production companies, CGI studios, and motion partners.
  • A $4.35M experiential campaign executed alongside the films.
  • Cross-channel production spanning a Super Bowl spot, OOH, NYT and WSJ print, retail graphics, and branded swag.
  • The FWA-winning ZeroLight configurator integration on lucid.com, orchestrated alongside the launch campaign and NASDAQ IPO operations.

The wins

  • Both films delivered at broadcast quality, on schedule.
  • $4.35M campaign executed in support of the launches.
  • 49% revenue growth during the launch period the campaign contributed to.
  • 18% higher engagement and a 7,246% increase in sign-ups following the lucid.com redesign and IPO digital campaign work that ran alongside.
  • An FWA-winning digital product launch through the configurator integration.

The production model these launches established, internal studio direction plus external vendor orchestration across every channel, became the template for how Lucid produced brand moments going forward.

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