Julian Shapiro-Barnum's 30-second social cut, posted as a collab and pinned to the top of the Porsche USA grid.
← All work
Porsche USA — Backseat RidersSyncing social with a theater run to carry kids' honest reviews of the Cayenne Turbo Electric from the big screen to the feed.
Porsche USA had a theater spot for the Cayenne Turbo Electric.
The brief was to show the car's versatility and performance.
Porsche USA's answer was to put it in front of kids in the back seat and get their honest, unfiltered opinions. The brand partnered with Julian Shapiro-Barnum, host of Recess Therapy (3.2M Instagram followers; 572K on his own account), and turned the back seat into his interview set.
The candid reactions and humor reached people outside the automotive community.
01The cinema cut
A 60-second cut played before movies in select theaters in major cities, including Los Angeles, New York City, and Chicago. The full film also went up on the Porsche USA YouTube channel.
02The social cut
Porsche USA posted a 30-second cut on Instagram as a collab with Julian Shapiro-Barnum, and on TikTok to reach an additional audience. The post went up while the film was playing in theaters and was pinned to the top of the Porsche USA grid, so anyone who saw the film in a theater and then looked up Porsche USA would find it first. An Instagram Story linked to the 60-second film on YouTube, giving Porsche USA's core Instagram audience a one-tap way to watch it and driving more views to the full film on socials.