Porsche: Icon Rally

The background

We collaborated with Porsche to kick off fashion’s biggest night in style, celebrating the launch of their new all-electric Macan with two executions linking legacy with art.

The execution

Weaving Porsche’s legacy through the heart of New York, we shut down the city’s streets with a parade like no other. Featuring a selection of past and present Porsche icons including the new all-electric Macan, the Icon Rally took over the streets of Manhattan as the procession of cars travelled down 5th Ave to Soho House Chelsea for the official Porsche after party. All cars were in varying shades of purple – the ultimate visual treat for awestruck passersby.

To help the brand celebrate their sponsorship, we also created an Icon Gallery of digital stills for use across social media. Following a photoshoot with Porsche’s new all-electric Macan, we meticulously layered stunning CGI ‘gardens’ on top of the shots to transform them into digital masterpieces that complemented the event’s theme.

The results

From a procession of classic cars that brought the city to a standstill, to elevating a photoshoot with flawless CGI, we helped Porsche navigate the complexities of New York’s biggest night to deliver a stunning, unified and memorable campaign.