Light, air-y, and classic was the effect I aimed for in this campaign for the Lucid Air. It should feel classic and comfortable, while also being modern – a brand-building exercise. Hopefully I didn’t massacre the Lucid brand in these spec ads I made.

Purpose: going for a classic, chic, yet modern appearance, while being light-hearted and confident. Targeting mid-50’s age group with use of sedan companions, and page layout.

Execution: Always learning.

“Advertising doesn’t create a product advantage. It can only convey it.”

-William Bernbach