Art Direction
First Preview of the 2021 Lucid Air
The first time I saw the concept for Lucid's Air was over a year ago. I knew I was hooked and also curious about the company's story and longterm goals. I immediately went on a search to find out who was responsible and gutsy enough to produce such an amazing car. It didn't take long to find out that Lucid Motors truly aims to create sustainable mobility without compromise in cars that are intuitive, liberating, and designed for all the ways people get around. They place an exceptionally high priority on efficiency — and their cars must make the best possible use of the world’s resources. So, every Lucid delivers exceptional range without sacrificing high performance or sublime comfort. It was so satisfying to hear a company going after what matters, not just to them but to the world. Which is why I knew I had to produce a design centered around the Air.
