Porsche
EXPERIENTIAL MARKETING
CONCEPT DEVELOPMENT
EXPERIENCE DESIGN
DRONE SHOW
AT A GLANCE
For the launch of Porsche’s first fully electric vehicle, the Taycan, the challenge was to introduce a new era for a legacy performance brand, without losing its soul. In partnership with Star Wars, we transformed the launch into a futuristic, immersive experience that didn’t just showcase the car, but made people feel it. “Experience Soul Electrified” turned the event into a living, high-energy spaceport, where technology, storytelling, and participation came together to bring the spirit of Taycan to life.
MY ROLE
Creative Associate: Supported the creative director with concept development and experience design, crafting key touchpoints, spatial narrative, and design deliverables across the journey.
THE BRIEF
Create an impactful launch event in Singapore for Porsche’s first fully electric car, the Taycan, leveraging its global partnership with Star Wars.
THE TENSION
Launching an electric Porsche risks feeling like a departure from performance heritage, while traditional launches rely too heavily on showcasing features.
THE OPPORTUNITY FLIP
Turn the launch into an experience of energy—letting people feel electrification instead of explaining it.
THE STRATEGIC DIRECTION
Build an immersive, narrative-led environment that translates the Taycan’s features into interactive, sensory experiences.
THE INSIGHT
People don’t connect with specifications, they connect with what they can feel and experience.
THE CREATIVE CONCEPT
“Experience Soul Electrified,” a futuristic launch experience that brings Taycan’s spirit to life through high-energy, interactive moments powered by the audience.
The Experience
Flow
ARRIVAL: THE SPACEPORT
Guests enter a futuristic “spaceport,” the arrival point for the next generation of mobility, blending Porsche precision with Star Wars world-building.
TWO WORLDS
The space is divided into red (Soul) and blue (Electrified) zones, each translating Porsche’s emotional and technological DNA into immersive experiences.
ENERGY BUILD UP
Guests engage with installations that metaphorically “power up” the environment, building anticipation for the reveal.
THE REVEAL
A large-scale drone show lights up the sky, bringing the Taycan’s spirit to life—followed by a dramatic car reveal escorted by stormtroopers.
SPECTACLE TO STORY
Every touchpoint reinforces one idea: this isn’t just an electric car, it’s Porsche, re-energised.