LUCI is the world’s first brand of AI wheelchair technology. It was founded by a Barry Dean, a multi grammy-winning songwriter who wanted the best for his differently abled daughter. We introduced LUCI to the world with a film inspired by Barry and his daughter, Katherine. It launched on Father’s Day 2020 with zero dollars in media but a lot of help on social from Barry’s friends Tim McGraw, Carrie Underwood, Lady A, Martina McBride, and other boot-scootin’ legends.
From entertainment to tech, the launch film got a lot of people talking about LUCI. But we needed a piece that spoke directly to the lived experience of the consumers it was made for. Narrated and featuring a woman with Cerebral Palsy,“Obstacles” shows how LUCI gives users power over the everyday dangers that stand in their way.
Agency: Opinionated
Creative Directors: Mark Fitzloff, Rob Palmer
Creatives: Emma Siolka, Vicky Mo
Producer: Corey Bartha