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Porsche X Star Wars: The Designer Alliance
Agency Porsche Cars North America, Inc. / Atlanta + The Walt Disney Studios/ Lucasfilm Ltd. / San Francisco + Cramer-Krasselt / Chicago + RTTM / Los Angeles
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Category
Innovation / Branded Content / Entertainment
Annual ID
ADC_ADV21_090M
About the Work
It started with a simple question: What happens when two iconic brands—built on design, history, thrills, passion, performance and a stubborn belief in the power of doing what you want to do—come together?
“Porsche X Star Wars: The Designer Alliance” was created to enhance the innovation story of Porsche and generate authentic excitement in their enthusiast base by letting them follow along as designers from Porsche and Lucasfilm did something totally new: design a Porsche-inspired starship together.
The six-week design process took place in the lead-up to the “Star Wars: The Rise of Skywalker” film premiere. It was grounded in authenticity, with the ship design and surrounding content developed in tandem, allowing fans to follow progress in nearly real-time.
With videos like “Kick Up Dust,” “Twin Tests” and “Parallels,” fans got a preliminary glimpse of what was to come and why. Each video uniquely showed sports cars from Germany and ships from a galaxy far, far away as two seemingly distant worlds came together. Then, through a media partnership with WIRED, we developed a content hub which was updated with three short videos during the design process and a final 12-minute documentary of the entire creative journey.
Finally, the Tri-Wing S-91x Pegasus Starfighter was presented as a detailed large-scale physical model at the film premiere of “Star Wars: The Rise of Skywalker” in Los Angeles and will live on in the “Star Wars” universe.
“Porsche X Star Wars: The Designer Alliance” was created to enhance the innovation story of Porsche and generate authentic excitement in their enthusiast base by letting them follow along as designers from Porsche and Lucasfilm did something totally new: design a Porsche-inspired starship together.
The six-week design process took place in the lead-up to the “Star Wars: The Rise of Skywalker” film premiere. It was grounded in authenticity, with the ship design and surrounding content developed in tandem, allowing fans to follow progress in nearly real-time.
With videos like “Kick Up Dust,” “Twin Tests” and “Parallels,” fans got a preliminary glimpse of what was to come and why. Each video uniquely showed sports cars from Germany and ships from a galaxy far, far away as two seemingly distant worlds came together. Then, through a media partnership with WIRED, we developed a content hub which was updated with three short videos during the design process and a final 12-minute documentary of the entire creative journey.
Finally, the Tri-Wing S-91x Pegasus Starfighter was presented as a detailed large-scale physical model at the film premiere of “Star Wars: The Rise of Skywalker” in Los Angeles and will live on in the “Star Wars” universe.
2021 Awards
Total Points: 3
Merit Honor
Credits
Agency
Cramer-Krasselt / Chicago
RTTM / Los Angeles
Client / Brand
Porsche Cars North America, Inc. / Atlanta
The Walt Disney Studios/ Lucasfilm Ltd. / San Francisco
Porsche AG / Stuttgart
Production Company
Lucasfilm LTD / San Francisco
Media Distribution Company
PHD Media / New York
Publisher
Conde Nast and WIRED Brand Labs / New York
Associate Creative Director
John Doessel
John McKenzie
Chief Creative Officer
Marshall Ross
Creative Director
Conn Newton
Rick Standley
Designer
Johnny Chan
Editor
Nolan Grose
Executive Creative Director
Alex Kahn
Strategist
Bilal Kazmi
Vice President, Executive Creative Director
Doug Chiang
Account Director
James Kaplan
Account Manager
Dave Matzen
Account Supervisor
Kendall McDougal
Brand Marketing Specialist
Dominik Hildebrandt
Client Business Lead
Jason Guy
Director of Brand Management
Deniz Keskin
Director of Marketing Communications
Scott Baker
Director, Marketing Partnerships
Kristie Cheung
Director, Marketing Partnerships & Promotions
Ian Mallitz
E Performance Marketing Manager
Scott DeVault
Film & Entertainment Studio
Walt Disney Studios / San Francisco
Manager, Marketing Partnerships & Promotions
Tammy Heng
Principal
Dave Marzetti
Hilary Stratton
Owen Shively
Production Manager
Genna Elkin
SVP, Group Account Director
Chris Hanley
Vice President, Global Partnerships & Promotions
Jan Coleman
Vice President, Partnerships
Ty Ervin
Vice President, Style Porsche
Michael Mauer
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