Rivian eliminates anxiety. That is the messaging intent of this campaign. Here, distance between popular destinations is showcased – easily achievable by the new Max Pack. I think a V2 could feature a sleeker overall design, even more minimal. These spec advertisements intend to highlight Rivian’s range, and the adventure that more range unlocks.

Purpose: Rivian’s new Max Pack can go damn far.

Execution: Always learning.

“Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read”

-Leo Burnett