Rivian Motors

An EV road trip around Northern California

FAQs

What was Rivian's brief, and what constraints did you work within?

1

Honestly, the brief was about as open as it gets. Rivian was opening a new outpost in Groveland, California and wanted it documented through the lens of a road trip. The ask was simple: go on the trip, stop at the outpost, and capture the experience. The real constraint wasn't creative — it was time. We had one week with the vehicle to shoot everything, and one week after that to deliver.

What problem did you have to solve on set?

2

Three in the morning. Headed out for a sunrise shoot. Thirty minutes in, the vehicle pushed an automatic software update and capped out at 25 miles an hour. Because it was a brand vehicle, we had no ability to pause or cancel the update ourselves. We had to turn around, crawl back to the hotel, and wait until 7am to reach support. By the time they resolved it, we'd lost the whole morning — and what I expected to be the most striking shots of the trip. It was completely out of our control, but we regrouped, maximized the remaining days, and still delivered everything on time.

What surprised you most about how the campaign performed?

3

The article hit Google Discover and took off immediately. But what really stood out wasn't any single metric — it was how well everything worked together. The writing, the photography, the UGC clips. This was one of the first projects where I brought all of those elements together into one cohesive package, and the performance across social and digital reflected that. Over a million trackable views, representing roughly $15,000 in earned media value. Everyone was happy — and I walked away knowing that combining these formats was something worth building on.

What would you do differently if you did this project again?

4

Knowing what I know now, I'd scale everything up. At the time, this was one of my first projects pulling together writing, photography, and UGC into a single campaign. I didn't fully understand how much content one shoot could generate or how to bring an audience along for the whole journey in real time. Two years later, with the Follow The Journey distribution system fully developed, a project like this could realistically hit several million views. The bones were all there. I just didn't know how to use them yet.

Read The

Full Article

“The sun poking over the Carson Range and blanketing Lake Tahoe in the much needed warmth marked the beginning of our projected 400 mile road trip. However, we knew our desire to take the roads less traveled to find the color popping foliage meant we would most likely be driving 1200 to 1500 miles. Kinda tricky considering we were in an EV for the first time and worried about how to charge and where to charge….”

Read The Article

Photo Gallery

A white SUV driving on a winding rural road during sunset, with orange and yellow foliage in the foreground and rolling hills in the background.
A building of a modern, multi-story house with a gray exterior, white window frames, and a landscaped lawn in front. There are stepping stones leading to the entrance, which has a porch with outdoor furniture. The house is surrounded by trees and pla
EV road trip around Northern California in search of fall colors for Rivian and AllTrails collaboration.
EV road trip around Northern California in search of fall colors for Rivian and AllTrails collaboration.
EV road trip around Northern California in search of fall colors for Rivian and AllTrails collaboration.
EV road trip around Northern California in search of fall colors for Rivian and AllTrails collaboration.
EV road trip around Northern California in search of fall colors for Rivian and AllTrails collaboration.
A long, straight two-lane road stretching through a rural landscape with yellow trees on both sides, mountains in the background, and a car driving along the road during sunset.
EV road trip around Northern California in search of fall colors for Rivian and AllTrails collaboration.
EV road trip around Northern California in search of fall colors for Rivian and AllTrails collaboration.
EV road trip around Northern California in search of fall colors for Rivian and AllTrails collaboration.
EV road trip around Northern California in search of fall colors for Rivian and AllTrails collaboration.
EV road trip around Northern California in search of fall colors for Rivian and AllTrails collaboration.
EV road trip around Northern California in search of fall colors for Rivian and AllTrails collaboration.
EV road trip around Northern California in search of fall colors for Rivian and AllTrails collaboration.
EV road trip around Northern California in search of fall colors for Rivian and AllTrails collaboration.
EV road trip around Northern California in search of fall colors for Rivian and AllTrails collaboration.
A dog sitting in the passenger seat of a vehicle, looking to the side. The vehicle's dashboard screen displays a cartoon character, temperature of 68°F, and the message 'My pet is safe and comfy'.
EV road trip around Northern California in search of fall colors for Rivian and AllTrails collaboration.
EV road trip around Northern California in search of fall colors for Rivian and AllTrails collaboration.
EV road trip around Northern California in search of fall colors for Rivian and AllTrails collaboration.
A black SUV driving on a dusty dirt road in a scenic, mountainous landscape during daytime with sunlight filtering through yellow and green leaves.
EV road trip around Northern California in search of fall colors for Rivian and AllTrails collaboration.
EV road trip around Northern California in search of fall colors for Rivian and AllTrails collaboration.

Let’s Work Together