Lucid has released Driven, a new campaign for Lucid Gravity, its all-electric SUV, directed by filmmaker James Mangold. Two time Academy Award nominee Timothée Chalamet leads the film, taking on his role as Lucid’s first global brand ambassador. The project marks the start of a multi-year collaboration that will feature the actor in future campaigns and branded content.
The short film departs from traditional car advertising by using cinematic storytelling. Chalamet plays The Groom, traveling with his bride, portrayed by Larsen Thompson. Their stalled motorcycle sets the stage for a discovery: inside a hidden government facility, they find a futuristic vehicle and drive into open terrain. Gravity anchors the narrative as a car defined by space, speed, and range.
Mangold worked with the stunt team from his 2019 feature Ford v Ferrari to create the action sequences. Professional driver Tanner Foust brought Lucid Gravity’s performance to life, while a new arrangement of “Burning” by Yeah Yeah Yeahs shaped the score. The campaign presents Gravity through film craft, giving the SUV a role within a cinematic story rather than focusing solely on technical specifications.
Lucid Gravity itself enters the market as a three-row electric SUV. It carries the performance of a sports car, offers the range for extended travel, and provides space for up to seven passengers and their luggage. Lucid positions the model as a versatile option for drivers who want capacity and capability combined in a single vehicle.
Akerho “AK” Oghoghomeh, Senior Vice President of Marketing at Lucid Motors, described the release as a new phase of brand storytelling. He emphasized how Mangold’s vision and Chalamet’s influence allow Lucid to present Gravity in a way that connects through narrative.
Chalamet brings his own recognition to the campaign. He has been nominated twice for Academy Awards and won his first Screen Actors Guild Award for his portrayal of Bob Dylan in A Complete Unknown (2024), also directed by Mangold. His upcoming projects include Marty Supreme by Josh Safdie later this year and Dune: Part Three with Denis Villeneuve next year.
With Driven, Lucid brings together Chalamet’s cultural reach, Mangold’s cinematic experience, and Gravity’s engineering. The campaign establishes the SUV as the centerpiece of a story about performance and discovery while introducing the actor as the face of the brand.
