What is more iconic than the design and legacy of the Porsche 911? When Cramer-Krasselt came to us with the opportunity to help introduce the all new model of this legendary car we jumped at the chance. Together we dove deep into the archives of memorabilia and from there began to puzzle together the story of the 911’s impact on pop culture and how that history is built into the new 2020 Porsche 922.
The goal from the onset was to craft a series of spots that were visually engaging, nostalgic and forward looking, and appealing to not just collectors and owners but to enthusiasts of all ages. Using the clean silhouette of the car as the visual anchor point, we were able to showcase a wide variety of products and worlds from playful and poppy toys, to a simple paperclip.
The 911 isn’t just a (fast) car, it is a pop star!
“We made the iconic silhouette of the 911 the hero, right in the center of our frame. Using that as the visual anchor allowed us to cut, animate, and transition through as many images as we could imagine without losing focus on the car itself and its influence across years and mediums.”
“The Porsche 911 image and legacy has found its way into almost every type of product out there. Working together with Cramer-Krasselt and Porsche, we dug deep into the vast archive of both historic and modern memorabilia to craft the narrative.”
Production Company: Scholar
Creative Director: Chace Hartman
Managing Director / EP (LA): Jo Arghiris
Managing Director / EP (NY): Christina Roldan
Head of Production: Ryan McLaughlin
Director of Photography: Russel Swanson
Art Directors: Dennis Go, David Rowley
Senior Producer: Gregory Behrens
Designers: Liam Elias, Zach Herdman, Amy Wallace, Tomo Beddie, Will Burkart, Lauren Cash, Theo Daley, Chris Guyot, Jay Kim, John Magbanua
3D Animator: John Magbanua
Compositor: Daniel Raschko
Flame Artists: Dae Kang, Bryan Rosenblum
Editor: Dannette Mehalik
Music, Mix & Sound Design Company: In House Music + Sound
Director of Music: Christopher Wray
Mix: John Spiker
Sound Designer: Ryan McCullough
Writer: Mark Hadley
Track Name: 'The Distance'