Lucid Motors

“Intelligence in Motion”

Creative Direction, Motion Design, and AI-Driven Brand Exploration

Overview

Lucid Motors represents the intersection of advanced engineering and quiet luxury.
This self initiated brand exploration reimagines how Lucid could express the future of AI-assisted driving through visual storytelling, motion, and editorial design

Goal:
Create a cinematic brand narrative that visualizes Lucid’s AI as a calm, intuitive presence not a screen or interface, but an ambient intelligence woven seamlessly into the driving experience.

My Role:
Creative Direction · Motion Design · Visual Design · AI Concept Development · Storyboarding

The Lucid logo animation is designed to introduce the brand the same way the AI appears throughout the experience: quiet, intelligent, and intentional.

Instead of using sharp transitions or flashy motion graphics, the logo emerges from a soft, ambient wave of light a recurring visual metaphor used throughout the project to represent Lucid’s AI. This wave symbolizes the system “coming online,” gathering awareness, and forming a sense of direction. By having the logo illuminate from this passing wave, the animation communicates that Lucid’s identity is powered by an underlying intelligence that is always present, but never intrusive.

The Creative Challenge

Modern automotive brands often visualize AI as futuristic screens, holograms, or UI overload. Lucid’s brand demands the opposite quiet clarity, intentional design, and technology that enhances calm instead of noise.

How might we express AI as something beautiful, ambient, and intuitive a natural extension of Lucid’s luxury experience?

Moodboard & Visual Foundations

Aesthetic Pillars

  • Quiet futurism

  • Warm sunset tones + cool AI blues

  • Clean geometric curves

  • Architectural shadows

  • Floating, intelligent light

  • Cinematic depth

Color System

  • Champagne Gold / Desert Dusk

  • Deep Graphite / Shadow Bronze

  • AI Glow Blue for ambient intelligence cues

Motion Language

  • Smooth gliding transitions

  • Soft pulses

  • Predictive path movement

  • Ambient light revealing intention

  • Slow cinematic push-ins

Typography

  • Wide-tracked headlines

  • Clean modern grotesk

  • Understated luxury hierarchy

Storytelling Approach

AI is not a feature, it’s a feeling.
The film follows intelligence forming, revealing itself, responding, and guiding.

The narrative arc:

  1. Formation: Light waves form the foundation of intelligence

  2. Awareness: The HUD reveals the system’s understanding

  3. Presence: AI illuminates the cabin environment

  4. Response: Human touch interacts with ambient intelligence

  5. Guidance: The car moves through the world with predictive clarity

Final Campaign Assets

This exploration pushed me to combine automotive storytelling, ambient motion design, and AI generated cinematics into one cohesive brand world. My goal was to express AI as a presence calm, intuitive, and deeply human.

Through motion, color, and light, I reframed Lucid’s technology as a feeling rather than a feature, reinforcing its position at the forefront of intelligent luxury.

Creative Tools & Process

  1. Figma — storyboarding, editorial layouts

  2. Runway — AI motion generation

  3. Midjourney — AI concept visuals

  4. CapCut — finishing, color, pacing

  5. Lightroom — grading and refinement

Current Brand Logo

Brand Exploration