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Lucid Motors campaign builds emotional bonds with Saudis

Electric vehicle brand Lucid Motors, in collaboration with MCH Global and Create Production, launched a Ramadan campaign to connect with the Middle Eastern market.

The campaign was created to particularly focus on Saudi Arabia.

The initiative marked Lucid’s inaugural celebration of Ramadan in KSA since its global launch.

The campaign’s core objectives were to raise awareness of Lucid and its flagship Lucid Air model, foster an emotional rapport with KSA audiences, and highlight the brand’s relevance within the electric vehicle landscape.

MCH Global and Create Production crafted a hero film that merged art with commercial objectives.

Through a cinematic lens, the campaign unfolded, showcasing the strong bonds of family while spotlighting the distinctive features and design elements of the Lucid Air.

The execution also included photography, and was released in multiple outputs and aspect ratios.

The approach aimed to ensure alignment across diverse platforms, while maximising the campaign’s impact and Lucid’s presence in the market.

“I am immensely proud of the collaborative efforts between Lucid Motors, MCH Global, and our team at Create Production in bringing this vision to life.

“This campaign marking Lucid’s inaugural celebration of Ramadan in KSA really serves to demonstrate our commitment to cultural relevance and consumer engagement.

“I am thrilled to witness its impact unfold,” said, Dia Hassan, Chief Creative Officer, Create

“Working with Lucid Motors & Create Media to craft a Ramadan TVC in the Middle East was not just about advertising; it’s about weaving narratives that resonate with the spirit of the season and lighting the way towards a brighter and more connected future. Excited to witness this campaign come to life,”  Joann Correia, Account Director, MCH Global.


Agency: MCH Global
Production House: Create Production
Director: Dia Hassan
Creative Director: Roanne El Alaila
Director of Photography (DOP): Tom Weir
Producer / 1st Assistant Director (1st AD): Jack Wilkinson
Production Coordinator: Suhail Adam
Art Director: Maria Villegas
Props Master: Ilya Zykov
Props Assistant: James Stoynov
1st Assistant Camera / Focus Puller (1st AC): Subbarao
2nd Assistant Camera (2nd AC): Robert Tatoy
DIT: Ferlan Racaza
Photographer: Waleed Shah
Photography Assistants: Natallia Nagorniak & Peter Louis
Hair and Makeup Artist (HMU): Nikki Wright
HMU Assistant: Makak
Stylist: Christina Choi
Stylist Assistant: Kamal A M Farajallah
Voice-Over (VO): MangoJam
Locations: Location.io
Gear Rental House: Gorilla Films & Dubai Films
Precision Driver: Michael Dix
Arm Operator: Andy Gribble
Head Technician: Susantha
Editors: Reymar Realista, Robert Tatoy
Colorist: Kirill Volgin