To promote the launch of the new 911 series, Porsche Central and Eastern Europe wanted a digital lead generation campaign that would bring to potential customers the emotion of driving a Porsche. We began with the question, “How do you share an emotion?” People share videos, and images but all of these things have already been done. We wanted people to be able to see your emotions in a fresh and creative way.
We created a campaign that merged man and machine through big data. Using a mobile application and a heart rate monitor, we were able to match the heart racing emotions of the driver with the car, and display it in an interesting and engaging data visualization experience. Drivers were invited to this experience by their friends via a specially designed box which had voice recording capabilities and a USB stick which led the customer to a special part of the website only accessible through a special link.

“This work uses original recorded racing data and reports to create a soundscape and abstract visualization of a car through lines and subtle silhouettes. Datasets originate from the Porsche GTS community, collecting recorded tracks from all over the world. These datasets define the dramaturgy of the conceptual scenes to recreate the most dynamic moments of the user’s experience as an interactive webGL visualization.

The generated imagery and animation for »Porsche BlackBox« becomes a method of measuring and re-experiencing the GTS moments of a particular track. As sections of the road become more energetic for the driver, the outline of the car appears clearer through the lines and particles. Time slows down at peaks defined by the recordings, to stretch out and re-live the most intense encounters, as a 360 degree view of the Porsche 911 becomes visible. Supported by an adaptive soundscape, tones fluctuate to reflect the varying energy and emotions of the trip. The participation in and documentation of travel allows for users to draw out their collective experiences.” – Onformative

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