Porsche Centre Gold Coast

exclusive manufaktur

For this project, we want to communicate the service that Porsche Gold Coast Offers, Exclusive Manufacktur in an effective and creative manner.

This service effectively allows full customization of the vehicle. It's about making dreams a reality.

To communicate this we are going to match aspects of this 'custom process' along with shots of the Macan driving to create a seamless feel and understanding between the process and the outcome.

the idea

creative direction

To communicate the idea of customisation we want to connect the feeling of personalising the process of designing the viewer's dream vehicle.

This will be done by splitting the video piece into two areas:

  1. Crafting

  2. Macan Driving

For this project, there will be one female talent aged 30 - 40 years old.

Crafting

This part will be done at a clean architectural private residence. The idea of 'Crafting' is to imitate the actual process of Porsche handcrafting the design itself as the talent makes key decisions about the car she wants to create. We want to imitate parts of the Exclusive Manufaktur that would usually be done at the dealership and cinematically personalise it.

This would include things such as choosing colours of leather, sewing material, drawing etc. Activities to really make it feel like the talent is making it her own.

For this part, we want to make it feel like we are in the talent's mind while making it as easy as possible for the viewer to picture themselves in the same scenario.

To do this we are going to shoot this part in a clean architectural dining area or kitchen where it will be dark outside.

For lighting we will have singular or minimal white lighting to let the process be the focus.

The shots will mostly be tight as we build the tension as to what the talent is doing, showing the details of the process.

macan driving

This part will be shot at a variety of locations that will highlight the adventure type of the Macan Vehicle.

This will mostly be driving shots as we see the vehicle drive through different locations that will offer different colour scenes. This will help communicate the idea of customisation as viewers can colour their car however they'd like.

connecting the two

Throughout the video piece we will be cutting between the two scenes, matching the motion from one to the other. This will make it feel seamless and create a magical flow.

We will feature the talent or a voice suitable to voice over the piece, once again further personalising it as she journeys through making it her own and driving the car. We can discuss a script and what details need to be included.

The photography for this project will effectively match the direction of the video, complementing the overall story and acting as effective information by themselves. This will go alongside the variety of specific vehicle shots that will be shot at the private residence.

Stand-alone product images will be shot of the vehicle alongside the array of imagery that follows the project.

Photography stills

Storyboard

Continued.

Reference to Exclusive manufacktur.

Low angle powerful shot of talent with car behind as the voice over finishes with a powerful message.

Powerful driving shot near the end.

Close detail shots of the talent designing ‘her own car’ which will be the PCGC Macan. Close shots at the beginning to build tension about what it’s about.

Continuation of the customising to being to give a bit more context of what’s going on. Transitions seemlessly to driving shots.

Low angle powerful shot/s of talent in kitchen/dining as she is crafting her dream car. Voice over begins.

Creative shots of Macan Driving with purpose and great sound design as voice over continues.

Detail shots of car.

Shots transition back and forward to talent making her dream car and the car actually driving. Simultaneously showing process and outcome.

Creative shots of car driving. Voice over continues.

Shots of surrounding landscapes to show the different colours as the car drives.

Locations

1 - House With Clean Architecture

  • Including kitchen bench or work area with space around it, it will be lit with a singular key light but the house details in shadows will be important to help establish the target audience of the campaign

  • Is Juliet able to help us source this location?

2 - PROTESTOR FALLS OR ALTERNATIVE HINTERLAND LOCATION

  • Showcasing a range of terrain as the Macan is the 'adventure' car. this will be an off sealed road location amongst greenery.

  • The walk to the falls is currently closed but I believe the road in is open which is what we would require. Will confirm prior to shoot.

3 - MT BARNEY SURROUNDS

  • Usually a dry colour palate amongst mountainous terrain, perfect for showcasing the ability of the macan as well as adding another colour to our locations to further reflect the highly customizable colours of the car with the changing landscape colours.

  • Confirm that Porsche are happy to shoot here, it's just outside of the Gold Coast LGA but offers a variation in terrain that we believe would be necessary.

4 - Byron Bay Surrounds

  • Adding blue to our colour palate for some more variety to showcase the highly customisable colours of the car as well as adding ocean as another location the capable Macan has brought us to.

  • The first image was shot on an overcast day, with nice light this location will pop.

  • Blue hour end shots to be shot nearby.

Deliverables and Usage

  • 1 x 30s Hero Video Clip

  • 2 x 15s 1x1 Reel format clips

  • 20x Full Res Images

  • 12 Months

  • Non-exclusive Limited License

  • National - Australia

  • Limited to Porsche CGC

  • Social Media

  • Website

project timeline

For this project, we estimate a timeline of 3 days. This will allow for all necessary locations to be used and give a buffer for some weather disturbances.

Example timeline:

  • Day 1: Private residence - Shooting necessary stills and video inside and outside of the private residence. Internal video to be shot in the evening when dark.

  • Day 2: Driving locations - Shooting necessary stills and video out on the roads.

  • Day 3: Driving locations/finishing - Finishing off necessary shots for anything needed and confirming needs met.

  • Photo Deliverables: Set of 8 to be delivered within 7 days of finishing the shoot. The remaining 12 are to be delivered with video.

  • Video Deliverables: These are to be delivered for review approximately 14 days after shooting has been completed.

other details

To properly bring this project to life we will need a few additional resources that will expand the scope of the budget. This includes:

  • A quality voice-over

  • Basic lighting equipment for interior scene/s

  • Talent budget for the 3 days.