Role : Ideation & Art Direction

PROBLEM

Porsche sought to create a campaign that went beyond conventional automotive storytelling, one that would reflect its commitment to performance and innovation while resonating with Dubai’s progressive vision for a sustainable future. The challenge was to find a location and concept that could visually capture both power and purpose without compromising the brand’s luxury DNA.

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IDEA

To symbolize the merge between high performance and clean energy, we positioned the Porsche Macan and Taycan, two icons of innovation  within one of the world’s largest solar parks. Partnering with global music artist David Guetta added an emotional and cultural layer, blending the thrill of music with the precision of engineering. The concept celebrated energy in all its forms electric, solar, and human.

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SOLUTION

We transformed the solar park into a dynamic stage a visual metaphor for the power of progress. The campaign’s cinematic approach paired Porsche’s cutting-edge design with Guetta’s electrifying soundtrack, creating a sensory experience that embodies motion, light, and sound in harmony. The result: a bold and forward-thinking narrative that redefined what automotive storytelling could look like in the era of sustainable luxury.