28.02.2024  •  Film NEWS

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HOCHKANT FILM presents the PORSCHE MACAN launch campaign ‘Keep your essence’ with Director James F. Coton for Grabarz & Partner

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JAMES F. COTON & HOCHKANT FILM FOR PORSCHE MACAN // KEEP YOUR ESSENCE

"Change Your Look, Not Your Style."This launch campaign marks a major step forward for Porsche as a modern, future-oriented luxury brand. The goal is to excite new target groups, in addition to existing customers, about the Macan and the Porsche brand, while also making it clear to current Porsche fans all over the world that Porsche, now with its second electric model, is the only brand that can offer this level of emotion and dynamism. With the new Macan, Porsche has further enhanced the brand, as this modern, progressive product campaign clearly shows. The campaign tagline ‘Keep your essence’ neatly sums up this promise in three words: to stay true to oneself in a world full of change.

Director: JAMES F. COTON
DOP: MATIAS PENACHINO
Client: PORSCHE AG, LAURA RÖGNER
Production: Hochkant Film
Advertising Agency: GRABARZ & PARTNER, FLORIAN PACK
Creative Director: GRABARZ & PARTNER, TIM LEHNEBACH
Producer: AURO STAGGE, MATTHIAS KRAFT
Editing: JAMES F. COTON, MARCELLO SANNA, FLORIAN PACK, MATTHIAS GRAATZ, CHRISTIAN ZIMMERMANN
Post Production: HOCHKANT FILM, INA ALABOWITZ
Visual Effects: DANIAL GHODS, FRANK PATZKE
Sound Design: SOURCESOUND LA, CHARLES DEENEN
Music: BMM NETWORK, JOSEPH PETITPAIN

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With the world premiere of the all-electric PORSCHE MACAN in Singapore, Porsche has launched one of the biggest product campaigns in the entire history of the company. The Macan, a sporty SUV, is one of the best-selling Porsche vehicles. Following the successful launch of the Porsche Taycan in 2019, the Macan is now the second all-electric model to be launched by the carmaker.

‘Change Your Look, Not Your Style.’ The PORSCHE MACAN launch campaign – produced by HOCHKANT FILM in Vienna and Sofia – represents a significant advancement for Porsche as a modern luxury brand with a focus on the future. 

“With the new Macan, we have further enhanced the Porsche brand, as this modern, progressive product campaign clearly shows,” says Oliver Hoffmann, Head of Marketing Communications at Porsche AG. “The Macan campaign tagline ‘Keep your essence’ gets to the very heart of the message: to stay true to oneself in a rapidly changing world. With this, we are making a promise to our customers that the all-electric Macan will be 100 percent a Porsche and 100 percent a Macan.”

“This launch campaign marks a major step forward for Porsche as a modern, future-oriented luxury brand. The goal is to inspire excitement in new target groups about the Macan and the Porsche brand, while also reassuring existing Porsche fans all over the world that Porsche, now with its second electric model, is the only brand that can offer this level of emotion and dynamism,” says Ralf Heuel, Chief Creative Officer at Grabarz & Partner.

Credits
Director: JAMES F. COTON
DOP: MATIAS PENACHINO
Client: PORSCHE AG, LAURA RÖGNER
Production: HOCHKANT FILM GMBH & CO. KG
Advertising Agency: GRABARZ & PARTNER
Creation: Ralf Heuel (Managing Director), Florian Pack (Lead Creative Specialists Moving Images), Annika Stierl, Robert Jung (Executive Creative Director) Tim Lehnebach (Creative Director), Sascha Genc (Art Director), Hanna Röder (Art Director), Lisa-Marie Freuken (Senior Art Director)
Planning: Bastian Goldschmidt (Managing Director Strategy), Lisa Walz (Strategy Director)
Digital: Cara Rösel (Account Director Digital)
Producers: AURO STAGGE, MATTHIAS KRAFT
Editing: JAMES F. COTON, MARCELLO SANNA, FLORIAN PACK, MATTHIAS GRAATZ, CHRISTIAN ZIMMERMANN
Post Production: HOCHKANT FILM, INA ALABOWITZ
Visual Effects: DANIAL GHODS, FRANK PATZKE
Sound Design: SOURCESOUND LA, CHARLES DEENEN
Music: BMM NETWORK, JOSEPH PETITPAIN
 
GoSee : hochkantfilm.de

 
 JAMES F. COTON & HOCHKANT FILM FOR PORSCHE MACAN //  KEEP YOUR ESSENCE

JAMES F. COTON & HOCHKANT FILM FOR PORSCHE MACAN // KEEP YOUR ESSENCE

 
 JAMES F. COTON & HOCHKANT FILM FOR PORSCHE MACAN //  KEEP YOUR ESSENCE

JAMES F. COTON & HOCHKANT FILM FOR PORSCHE MACAN // KEEP YOUR ESSENCE

 
 JAMES F. COTON & HOCHKANT FILM FOR PORSCHE MACAN //  KEEP YOUR ESSENCE

JAMES F. COTON & HOCHKANT FILM FOR PORSCHE MACAN // KEEP YOUR ESSENCE

 
 JAMES F. COTON & HOCHKANT FILM FOR PORSCHE MACAN //  KEEP YOUR ESSENCE

JAMES F. COTON & HOCHKANT FILM FOR PORSCHE MACAN // KEEP YOUR ESSENCE

 
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