Close skin, available light — two shoots about what a face holds when it has nothing to hide.
Project
911 Turbo S
Category
Automotive
Year
2024
Client
Personal Project
Read more about
Personal Project
911 Turbo S
project
Premise
Porsche is widely accepted as a classic dream car manufacturer. They have a long racing heritage and evergreen designs. The premise of the case study film was to show a future when the current generation Porsche 911 Turbo S becomes a museum piece and a chapter from history.
Opportunity
Most manufacturers can't imagine their current product as history yet. The design hasn't earned it, or the brand hasn't been around long enough for continuity to mean anything. Porsche is one of the only brands that could make a video with that premise and release the video today.
Idea
We wanted to take that as an opportunity and make a video where the car is standing still, no voice-overs, no feature clips and no racing heritage clips. The car explaining itself to the audience of the museum and us who see the video. The video should communicate performance, speed, and design.
Why It Works
The viewer already knows what the car is capable of and Porsche’s heritage. The video just has to make them remember the performance, design and heritage, without showing nostalgic clips. By showing the product as object of desire, this strategy can expresses more through feeling than explanation. It’s a cliché term, but ‘quiet confidence’ is so apt to describe the strategy.
Direction & Mood
Modern/future museum atmosphere with controlled and intimate camera movements. Cinematic, and deliberately lit scene.
Keywords: Intimate, Controlled, Anticipatory, and Confident
Craft Highlight
Lighting the scene properly was the highlight of this project. Showing all the design features of the car with the help of lighting direction is what sells this film. Used lights in all the right places to show the sportiness and familiarity. It was also a deliberate choice to feel that the environment exists only to highlight the car.
Result
A campaign-ready film and stills that scale across mediums of print, web and TV ads. Stills and film in different aspect ratios make sure the brand can meet the audience at every touchpoint.
Credits
Ahammed Farhan
Concept & Creative Direction
3D Art Direction
Look DevelopmentJerome Jince
Cinematography
Post Production
Porsche, the Porsche Crest and the Porsche wordmark are registered trademarks of their respective owner. This artwork is an independent, non-commercial portfolio project created for educational and showcase purposes only. No affiliation or endorsement is implied.