Concept:

 

A limited-time pop-up museum in New York City that celebrates Porsche's legacy of performance, customization, and innovation. This immersive experience would feature instillations in collaboration with 3D artists Ali Hosseini and Chris Labrooy blending stock and modified Porsche vehicles to showcase the brand's evolution and dedication to craftsmanship.

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Objective:

 

The goal of this experience is to re-establish Porsche as an inclusive and aspirational brand for everyone, regardless of their financial status. While Porsche has been known for its performance and luxury, this campaign aims to reach younger, aspirational individuals, particularly male car enthusiasts ages 20-25 who may not yet have the financial means to own a Porsche. 

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Target Audience: 

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The primary target audience includes young, passionate car enthusiasts, specifically male individuals ages 20-25, who are engaged in car culture but may not currently own a Porsche. This group is often active on social media (especially instagram, tiktok, and YouTube), with interests in modifications, and automotive photography/videography. 

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The modified car community is also known for traveling to major automotive events such as Gatlinburg, Tennessee (now held in Sevierville, TN) for Slamedenuff Gatlinburg, Deep Creek, Maryland for The Kickback Deep Creek (held by Battlegang), and other large-scale gatherings. This trend of travel positions this target audience as the ideal group to engage with, with no limitations on the location of the pop-up, and a wide audience range.

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Goal #1: Position Porsche as a brand for aspiring car enthusiasts, not just the elite.

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 - Reframe Porsche's image to include all car enthusiasts (Regardless of financial status).

 - Leverage the accessibility of the pop-up museum to demonstrate Porsche's culture, even without owning a vehicle.

 - Design an experience that encourages the public to engage with the brand through art, culture, and a shared passion for the beauty of cars.

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Mock KPI's: 

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 - 30% increase in positive sentiment around Porsche's inclusivity across social media channels 

 - 15K+ attendees to the pop-up museum over the campaign duration

 - 10K+ social media posts about the event using the hashtag #porschebeyondstock and #unitedbyspeed

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Goal #2: Foster connection and engagement with a younger audience.

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 - Deepen engagement with young car enthusiasts.

 - Encourage User-Generated Content (UGC) during the event.

 - Increase following and engagement from the new target audience.

 

Mock KPI's:

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 - 25% increase in social media interaction from young car enthusiasts (ages 18-30) over campaign period. 

 - 500+ pieces of UGC shared across social platforms from the event, with a significant portion reposted by Porsche.

 - 15% increase in male followers ages 18-30 over duration of campaign.

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Goal #3: Showcase Porsche's legacy of innovation and customization.

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 - Highlight Porsche's rich history of iconic builds.

 - Showcase modified Porsche vehicles to represent personalization options.

 - Collaborate with 3D artists to bring unique creatvity to the museum. 

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Mock KPI's:

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 - 10% engagement rate on event-related posts across social media channels (likes, comments, shares).

 - 15K+ attendees to the pop-up museum over the campaign duration.

 - 500+ pieces of UGC shared across social platforms from the event, with a significant portion reposted by Porsche.

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My roles: Art Director, Graphic Designer and Social Strategist

 

This project was created using Adobe Illustrator, Adobe Photoshop, and Adobe Premiere.

 

*The photography in this project was outsourced from Audrey Cherlot on Adobe Stock, I do not assume credit for the photography in these compositions*