PORSCHE - THE NEXT 9

OBSTACLE: Porsche was looking to celebrate their 90th anniversary by leveraging their iconic status, legendary position, and continued influence within pop culture in the US to connect not only with Porsche enthusiasts, but also with the next generation of aspirational drivers.

SOLUTION: Curate a roster of tomorrow’s of luxury influencers, shaping culture today.

To connect with the next generation of aspirational Porsche drivers in an exciting way, we launched the The Next 9, a list of nine next generation creators breaking the mold of luxury and influencing culture,  issued by Porsche. We worked with photographer Kate Holloway and director Lauren Dunn to capture photos and motion with several of the creators to amplify their dreams, aspirations, and accomplishments proving that the future of luxury is exciting and profoundly different.

Approach:

Our approach involved meticulous curation with a team of taste makers and cultural stakeholders to identify creators who epitomize the values and aspirations of the next generation of Porsche drivers. By highlighting diverse talents and perspectives, we aimed to reflect the multifaceted nature of contemporary luxury and appeal to a broader audience.

Strategic Execution:

Elevating Aspirations: Through The Next 9, Porsche aimed to inspire a new generation of drivers by showcasing the stories and achievements of innovative creators. By aligning the brand with individuals who represent progress and creativity, Porsche positioned itself as a forward-thinking icon that transcends traditional notions of luxury.

Captivating Visual Storytelling: Leveraging Kate Holloway's photographic expertise and Lauren Dunn's directorial vision, we crafted visually stunning content that captured the essence of each creator's journey. From intimate portraits to dynamic motion sequences, our goal was to immerse viewers in the captivating world of The Next 9 and ignite their imagination.

Outcome:

The Next 9 initiative successfully positioned Porsche as a brand that celebrates innovation, creativity, and individuality. By championing the next generation of cultural influencers, Porsche not only reaffirmed its iconic status but also laid the groundwork for a future where luxury is defined by diversity, aspiration, and boundless possibilities.