Porsche Panamera Relaunch
Date
2016
Services
Digital Strategy, Creative Direction, Video + AR Production
When people want a Porsche, they want a Porsche. They want a mid-engine, two door land rocket. The Panamera was initially a hard sell in the US. No one believed it could drive like a ‘Real Porsche’.
I started thinking about basketball. The best players in the NBA didn’t really fit neatly into a single position. A point forward or a combo guard. Where traditional things start to get mixed up together is the place where basketball - and a lot of other things — start to evolve for the better really fast.
The idea of Intersections - where two very different things come together to make something better was the right idea to get people into a Panamera.
We found people working in these liminal space across food, architecture and sports. We 3D scanned a Panamera so people could see every inch of the vehicle and understand why it was unique.
We used video, AR/VR, digital design and social to let them explain why the Intersection is a place you want to be. And why the Porsche Panamera is the automotive embodiment of that idea.
It worked. This campaign sold a lot cars, and was our visual calling card at The Economist for a long time.
I even got to have legendary hall of fame hoops coach Bob Hurley angrily hang up on me. Sorry coach, sin
— Image title
— Image title
