Porsche USA — User Generated CraftMaking Porsche synonymous with craft through hand-painted owner films, and a rollout that showed the work behind them.
Craft is central to everything Porsche does.
The ask was to show that through real owner stories.
The answer was User Generated Craft: Porsche USA commissioned artists to turn real owner stories into hand-painted short films, so the craft behind each film mirrored the craft behind the cars.
To cement its commitment to craft, Porsche USA extended each film on social with content showing the people and the work behind it.
Film 01The Long Way to "I Do"
01The hero film
To keep the focus on craft, Porsche USA tagged the people who lived the story and the artist who brought it to life.
A couple spent two years restoring a 1966 Porsche, then drove it up through California to their wedding and left in it as newlyweds, all hand painted by Grammy Award-winning artist Em Cooper.
Instagram ↗ · TikTok ↗ · YouTube ↗
02The couple's reaction
A social-first reaction video pulled people into the hero film and carried the emotion behind the hours spent bringing their connection to Porsche to life.
The couple sees their love story on screen for the first time.
Instagram ↗ · TikTok ↗ · YouTube ↗
03The artist's process
Putting the artist's process on screen tied handmade art to the way Porsche builds its cars.
Spread over several days and platforms, the rollout turned one film into three connected moments, each giving people a new way into the story.
Grammy Award-winning artist Em Cooper paints the couple's story by hand, frame by frame.
Instagram ↗ · TikTok ↗ · YouTube ↗
Film 02Toy Car
01The hero film
An owner who grew up with a toy Porsche as his favorite car, and dreamed of owning the real thing. When he finally bought one, the childhood memories came flooding back. Hand painted by artist Danaé Gosset.
Toy Car
Instagram ↗ · TikTok ↗ · YouTube ↗
02The making of
To amplify the film, Porsche USA put the craft itself on screen and spaced the rollout over two days on purpose. The film went up first so people could take in the finished story, and the next day, once they wanted to know how it was made, the process showed them the skill and hours behind it.
Artist Danaé Gosset hand paints the frames of "Toy Car," posted to Instagram Stories and YouTube Shorts.
YouTube Shorts ↗