THE TAYCAN

Porsche wasn’t late to the electrification game. The first car Dr. Porsche ever built was actually electric. This time, however, they had much bigger shoes to fill – their own. They weren’t trying to build an electric car anymore. They were building an electric Porsche. It had to look like a Porsche. Drive like a Porsche. Most importantly, it had to feel like a Porsche. Our job was to introduce this next generation sports car, and reassure the world that this new model was as much of a Porsche as any to come before it. We focused on that intangible thing that every Porsche has and always will. Soul.