Idea Starter
Art Direction
Porsche
x Shanghai Fashion Week
Shanghai 2024
Chanllenge
911 has long stood as the ultimate expression of performance and excellence.
Yet as cultural values shift, younger audiences seek connection through creativity, individuality, and lifestyle — not just horsepower.
The challenge was to reframe Porsche’s heritage of innovation into a story that speaks to this generation’s need for self-expression and cultural belonging.
We asked: How can the iconic 911 curve continue to lead, not just in design, but in cultural relevance?
Idea
We drew inspiration from one of the most powerful visual symbols of identity — hairstyle.
Across history, hairstyles have stood at the forefront of social change, rebellion, and creative freedom.
From punk spikes to sleek modern cuts, each era expresses attitude through hair — just as 911 expresses an attitude through design.
By connecting the curve of the car with the curve of personal style, the campaign transforms 911 into a living symbol of cultural motion.
Not just a machine that moves fast — but a design that moves culture.
My Role: Idea Starter & Art Direction
I initiated the concept — identifying hairstyle as a lifestyle-driven, trend-sensitive entry point for emotional engagement.
As the campaign developed, I led the creative concept direction, visual narrative, and copy development, ensuring the storytelling stayed grounded in cultural insight rather than product features.
Collaborating with the team, I shaped how the idea evolved into a full communication chain — from high-level brand storytelling to on-site activation at Shanghai Fashion Week.
I also contributed to art direction, tone of voice, and campaign presentation for both brand and agency review.