California Mille
Notes From the Road
Join Lucid Air for a 1,000+ mile road trip around its home state as the Official Support Vehicle of the California Mille.
Each April, a small convoy of classic car enthusiasts meet up for the California Mille: A thousand mile road trip that sweeps past iconic vistas in the Golden State. As a partner for the most recent edition, Lucid’s position as the Official Comfort Vehicle created direct relationships and sale opportunities with the rally’s ultra-high-net-worth participants.
Our social content, however, charted a different course. We seized the opportunity to mix old-world glamor with fully-electric modernity and share what it feels like to be part of a classic car rally.
By framing our story as “Notes From the Road,” we delivered a multi-day story with a bespoke, intimate feel, akin to a passenger’s hand-written reflections. Our photography-based approach captured the quintessential, lifestyle moments of the classic car rally though the perspective—and often times literally through the window—of the Lucid Air.
This fresh take on a virtual test drive not only provided an original creative lens to document the exquisite range of Lucid Air, but empowered us to feature other features like Air’s expansive glass canopy and luxury interior trims in a new way for the brand.
Twitter Thread
Daily Twitter posts tracked the adventure with short, journalists entries. Copy was crafted as an intimate reflection of the day rather than rational insight to help transport our audiences’ imaginations to the passenger seat of the Lucid Air as it whizzed past enigmatic landscapes. What’s more, each entry adopted the same design system and layout to create a consistent brand look and mirror the idea of a modern scrapbook. The color story of each post was further refined to match the real-world journey that snaked from San Francisco through Tahoe to Nappa.
Instagram Stories
Concurrent to our Twitter story we amplified more visual-forward content across Instagram Stories. These larger canvases afforded a more detailed look at specific features of the Lucid Air. Our photography direction, however, called for a fly-on-the-wall style that used product features — like dashboard displays, the glass canopy, wing mirrors, and door panels —as framing devices to capture the world beyond the car. Because, in truth, that’s how people enjoy them. Even for a premium product, the idea of modern luxury is evolving from valuable things to the things you value. Our approach, therefore, was not to show what Lucid Air can do, but rather the lifestyle Lucid Air empowers.
