The heart-winning Racer. Social media storytelling for Porsche.
How do you make Porsche Experience offerings truly engaging? By trading spec sheets for vertical storytelling – and sending The Racer on a journey. A curious new character in a racing suit, exploring the world of Porsche up close, built for social. Shot exclusively in 9:16, the series blends symmetrical, Wes Anderson-inspired aesthetics with unexpected, charming encounters.
From dancing along the racetrack in Southern France to icy drifts in Finland and mindful slowdowns in the Black Forest, the story unfolds in three acts, proving one thing: A sports car isn’t a status symbol. It’s a playground for dreams. The result? Heartwarming stories and standout engagement across global social channels.
Facts
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3
social-first episodes
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4.5+Mio
organic video views
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250k+
likes
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10k+
shares
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12
cows and reindeers
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1
Hand-knitted XXL woollen hat
Episode 1: One day at Porsche Sportfahrschule
Location: Circuit Paul Ricard, Southern France.
The journey begins at the legendary Circuit Paul Ricard. Precision, asphalt, perfect lines. Celebrating 50 years of Porsche Track Experience, our Racer steps into a world where theory meets bold execution. But beyond apexes and acceleration, one skill stands out: a subtle, rhythmic nod beneath the helmet. A day of speed and flow where the dream of becoming a racing driver gets closer with every turn.
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Episode 2: An enchanting encounter at the Porsche Ice Experience
Location: Levi, Porsche Arctic Center, Finland.
From heatwave to cold shock. At the Porsche Arctic Center, the ideal racing line dissolves into elegant clouds of snow. Grip takes a backseat. This is about embracing the edge of control. The frosty mix of drifting and unexpected moments proves: True driving pleasure doesn’t need asphalt, just the right balance.
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Episode 3: Greetings from the Tour. The Porsche Travel Experience
Location: Black Forest, Germany.
Helmet on. Visor down. Vacation mode activated. Celebrating 30 years of Porsche Travel Experience, The Racer trades lap times for landscape. Between postcard-perfect scenery and culinary pit stops, a new truth emerges: Even slowing down feels unmistakably Porsche. A journey that shows the greatest adventures sometimes happen off the racing line.
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Landing Page.
The central hub for all episodes, plus exclusive insights and behind-the-scenes access.
Our Contribution
Campaign idea & concept
Storytelling playbook
Episode storyboarding
Copywriting
Landing page development
Social media content
Campaign toolkit
Project management
Production planning & supervision
Teamwork makes the dream work.
Creative Direction: Dennie Pfau
Art Direction: Andreas Drosdz, Orlando Selvaggio, Maximilian Coupe, Mao Wang
Copywriting: Jessica Schweinoch
Project Management: Ines Harer
Film Production: UrbanUncut (Linus Kirschner, Till Hennig, Niklas Haider, Florian Lang, Noah Fackelmann), 888productions (Lukas Walter, Florentin Zinser)
