Creative Concept
Scriptwriting & Art Direction
Porsche
Shanghai 2023
Porsche invited people from different industries to inspire young dreamers with their personal stories.
Chinese racing driver Yifei Ye is one of them — chasing the dream of becoming the first Chinese driver to win Le Mans.
Instead of the long hero's journey, we kept it short but sharp.
Starting from questions people might wonder about this brutal 24-hour race,
we invited the audience into Yifei's headspace — revealing a personality and attitude quite different from traditional Porsche storytelling.
The script:
What will you think about over 24 hours of Le Mans?
About what moves to make?
All the hard work invested over the years?
About making the next epics?
The team? And all the support you get along the way?
You think about the possibilities of being success? Or failure?
About media and photographs?
No, I don’t think. I act.
Dreamers. On.
My Role: Creative Concept, Scriptwriting & Art Direction
The team had been struggling for rounds — limited new footage, relying on existing assets, and every attempt felt conventional to the client.
I joined as a last-minute solution.
My approach started from a personal reaction: when I first learned Le Mans is a 24-hour race, my immediate thought was
"Wait, that needs to go for 24 hours? What are these guys thinking about?".
I used it as the entry point — connecting the audience through curiosity rather than hero worship.
I structured the script tightly: open with relatable questions, compress the "thinking" into rapid-fire possibilities,
then end with one definitive statement that flips everything. Collaborated with the copywriter to refine the language, the idea was sold in just one round.