Rivian: Planet-friendly. People-scary.
This campaign makes Rivian the EV that takes care of nature while challenging her. Mother Nature, Is That It? gives voice to drivers who chase storms, dive into mud, and treat the outdoors like a dare.
It works by rejecting the soft, eco-whisper tone of other EVs. Instead, Rivian shows strength, humor, and confidence. It’s not about being gentle with the planet — it’s about being tough enough to play in its arena.
Audience: Adventurers (25–45) who want performance, attitude, and stories to tell their friends earned in the wild.
