Responses by Conn Newton, creative director, Cramer-Krasselt
Background: This is the eighth generation of the Porsche 911, which is one of the world’s most beloved sports cars—and an icon of cool. Even after all these years, its status as a dream car remains strong. We wanted to celebrate that in a visually bold way that Porsche enthusiasts would connect with. So, we played with the idea of fan-created items and the hundreds—probably thousands—of different objects you can find of the 911. The resulting thirty-second spot has a sense of nostalgia while also feeling fresh and contemporary. We think this epitomizes the overall campaign idea of the “Timeless Machine.”
Reasoning: It’s a fun car. Let’s make the work as fun as driving it.
Challenges: Dialing in the animation of the model was challenging. Being Porschefiles ourselves and knowing the brand has such a dedicated and knowledgeable following, we felt a real duty to get it right.
Favorite details: A lot of collaboration between the client, agency and different vendors was involved. It’s very satisfying to see it all come together so tightly.
Visual influences: Porsche is the quintessential bedroom sports car poster. That and the brand’s history of bold racing poster artwork gave us a lot to work with. There is a ton of cool graphic poster images on the cutting room floor.
Anything new: Butter in the shape of the Porsche 911 is a real thing.