Porsche | CNN – Tomorrow's Car Today
Sector: Automotive & Luxury
Launch: 2020
Art Direction
My Services:
Design
Campaign Design
Motion Graphics
Pitching & Ideation
UI Design
Vendor Management
Project overview
Porsche partnered with CNN International Commercial for this digital content campaign. With Porsche’s longstanding commitment to building cars that own the road and owners’ hearts, CNN created a brand story at the intersection of tradition and innovation to showcase its new electric car, Porsche Taycan.
The objective of the campaign was to promote and build awareness around the new Porsche Taycan. Our solution was to create an integrated multi-media solution on digital and social featuring a bespoke sponsor content site with 360 video.
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"I couldn't find the sports car of my dreams, so I built it myself."
Ferdinand Porsche
Visual identity
Porsche is globally renowned for its breathtaking design and unparalleled performance—a masterpiece that seamlessly blends form, function, and exclusivity.
As the lead for art direction and UI design, my role was to translate these brand values into a bespoke content site that captivated the CNN audience through striking visuals, immersive sounds, and engaging interactions.
Visual focus
The site focuses on the design and functionality of the Porsche Taycan with an immersive visual and narrative treatment including a 360° video, designed to resonate with CNN audiences. The site's objective was to encourage the audience to book a test drive through Porsche's external site. The site begins with teasing atmospheric exterior shots of the car.
Interactive discovery
Once the user has completed navigating the animated exterior shots, they are led through the interior of the car where they can interact with a host of multimedia content which showcases the luxury interiors of the Porsche Taycan.
360 video
Putting the audience into the driver's seat to experience the Porsche Taycan for themselves––almost. The interactive experience takes them on a scenic journey through Singapore, immersing them in the first full-electric Porsche as they drive––virtually––past the iconic Marina Bay Sands.
Tomorrow's Car Today | Webpage screenshots
Traffic drivers
Traffic drivers | CNN homepage