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THE BEGINNING OF THE ELECTRIC REVOLUTION

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Back when electric cars were considered fringe and Tesla was still thought of as a startup (they had just moved into their new offices and were figuring out how to position their Model-S), Slanted Light had the honor of working with Elon Musk to position Tesla’s messaging, prepping for its IPO, and scaling up its internal culture.

In a time when nobody was looking beyond the established prejudices and assumptions about electric vehicles, we knew that, more than any abstract value proposition, Tesla’s success hinged on tapping into the sensory experience it offered drivers. We went beyond the typical environmental or economic conversations surrounding EVs and investigated the one thing nobody was talking about: the driving experience itself.

Our work with Tesla represents a core belief: if innovations are to stick, they must be accompanied by the exploration of the emotional territory upon which they’re built.