IT WAS NEVER ABOUT CARS
LOOK MOM I DID A THING!
IT WAS ABOUT EMOTION, CULTURE & COMMUNITY
Porsche Approved
16. Juli 2025
Project: Porsche x Hanna Schönwald
The idea was to promote the Taycan as a used car. Yes, an electric, pre-owned, performance Porsche. A tricky sell in a market still skeptical of second-hand EVs. But Hanna had the answer: don’t treat it like a used car. Treat it like a time capsule, a witness to Porsche’s electric awakening. The first of its name.
We needed a visual story to match that idea. Hanna had her own 911 G-Model ready to go a grumbling, analog slice of the past. The contrast practically wrote itself. Taycan vs. G-Model. New vs. old. Two generations of Porsche in one shot. We got access to Berlin’s Havel Studios for a day, rented the biggest light we could afford, loaded up a fog machine that I might have abused slightly, and used the rest of the tiny budget for a lighting assistant named Günter.
No real storyboard. No novel sized call sheet. Just a simple idea and a studio full of smoke.
The idea was to promote the Taycan as a used car. Yes, an electric, pre-owned, performance Porsche. A tricky sell in a market still skeptical of second-hand EVs. But Hanna had the answer: don’t treat it like a used car. Treat it like a time capsule, a witness to Porsche’s electric awakening. The first of its name.
We needed a visual story to match that idea. Hanna had her own 911 G-Model ready to go a grumbling, analog slice of the past. The contrast practically wrote itself. Taycan vs. G-Model. New vs. old. Two generations of Porsche in one shot. We got access to Berlin’s Havel Studios for a day, rented the biggest light we could afford, loaded up a fog machine that I might have abused slightly, and used the rest of the tiny budget for a lighting assistant named Günter.
No real storyboard. No novel sized call sheet. Just a simple idea and a studio full of smoke.
We shot everything in classic widescreen and vertical formats, knowing this had to live across all of Porsche’s channels. And honestly, the Taycan delivered. That thing is just so damn sexy.
I got to drive the Taycan from Hamburg to Berlin and back for this project and holy hell. If Porsche ever figures out how to up the range and Germany fixes its charging network, driving one as a daily would be amazing.
We shot everything in classic widescreen and vertical formats, knowing this had to live across all of Porsche’s channels. And honestly, the Taycan delivered. That thing is just so damn sexy.
I got to drive the Taycan from Hamburg to Berlin and back for this project and holy hell. If Porsche ever figures out how to up the range and Germany fixes its charging network, driving one as a daily would be amazing.
Back in the studio, Hanna handled on-camera presence like she was getting payed for it. After the shoot, I spent days digging through music libraries until one track just clicked. It gave the edit direction, a tone. From there, the main film came together and we used the rest of the footage to create a full digital suite of content: reels, behind-the-scenes clips, stills, and cutdowns for every screen.
This wasn’t a big-budget production. But it didn’t need to be. What it had was the right concept, the right cast (two cars and Hanna), and a vision that didn’t feel like a sales pitch. It was a nod to evolution. One story told across two icons.
