Multi-phase collaboration will bring Mark Rober's signature science storytelling to Rivian's electric vehicle innovation across digital content, live events and nationwide activations

SILICON VALLEY, Calif., Feb. 25, 2026 /PRNewswire-PRWeb/ -- American automaker Rivian and CrunchLabs, the STEM innovation company founded by engineer and YouTube creator Mark Rober, today announced an exclusive partnership. The partnership marks a multi-phase collaboration designed to give consumers a closer look at the innovation, engineering and real-world impact behind Rivian's electric vehicles and technology.

Rober and CrunchLabs will create original content that gives audiences a deeper understanding of Rivian's technology and manufacturing. Known for turning complex engineering concepts into exciting, repeat-worthy video content for the whole family, Rober will spotlight the science behind Rivian's electric platforms, autonomy investments and safety features in ways that make advanced technology accessible and engaging.

The initiative will roll out in phases throughout the year, beginning with a featured session between Rivian Founder and CEO RJ Scaringe and Mark Rober at SXSW on Friday, March 13 in Austin. The official SXSW event is part of Rivian's activation during the festival and will be hosted at the company's Electric Roadhouse (208 S. Congress Ave). The session will feature one of Rober's signature live scientific demonstrations before transitioning into an on-stage conversation between Rober and Scaringe. Additional details about the SXSW event will be announced on Thursday, February 26.

A partnership between CrunchLabs and Rivian was a natural fit. For CrunchLabs, the collaboration reflects a broader commitment to working with best-in-class brands that are investing meaningfully in engineering and innovation. For Rivian, it's a chance to demystify EV technology and spark curiosity in the next generation of problem-solvers. Rivian will serve as Rober's exclusive automotive partner, underscoring the depth of the relationship and the shared belief that advanced technology should be understandable, tangible and inspiring to a broad audience.