Client: Porsche

Brief:
Porsche tasked me with creating an illustration that embodies “modern luxury,” centering on the all-electric Macan. The focus was to showcase the car’s sleek design and innovation while reinforcing Porsche’s forward-looking brand identity.

Solution:
Inspired by Porsche’s blend of heritage and innovation, I developed two concepts that captured different aspects of modern luxury. The chosen direction positioned the Macan as the focal point, blending sleek realism with a touch of the fantastical. This combination emphasized the Macan as not just a car, but a symbol of innovation and new possibilities.

Through close collaboration with the teams at Cramer-Krasselt and Friend and Johnson, the final illustration aligned with Porsche’s brand ethos. It presents the Macan as both aspirational and accessible, reflecting Porsche’s luxurious yet progressive approach.

Process:

• Brand Immersion: In-depth exploration of Porsche’s brand identity.
• Concept Development: Created two unique concepts showcasing the Macan’s design and message.
• Collaborative Refinement: Worked with Porsche’s teams to perfect the chosen concept, ensuring it resonated with their luxury and innovation.
• Final Illustration: Delivered a striking piece that merges sleek realism with imaginative storytelling.

Deliverables:

• An illustration for the Porsche Macan Insiders newsletter, blending realistic and fantastical elements.

Software Used:

• Adobe Photoshop

Presenting: The all-electric Porsche Macan

Impact:
The final artwork successfully portrayed Porsche’s vision, positioning the Macan as a symbol of cutting-edge luxury and innovation. The blend of realism and creative storytelling invites viewers to see the Macan as part of a future-focused journey, perfectly aligned with Porsche’s legacy.

Who I Worked With:

Stuart Ashner – VP, Integrated Production Director – Cramer-Krasselt
Conn Newton – Group Creative Director – Porsche
Rick Ewing – Associate Creative Director – Porsche
Simone Friend – Owner + Agent – Friend and Johnson

To view the project on Porsche’s site: Click Here!