Porsche The Driven
Enthusiast platform
Overview
Every enthusiast has a story
The Driven was Porsche China’s platform for its owners’ stories. Twelve Porsche owners, from a race driver and an architect to a folk dancer and two painters, each told in a long-form page with its own art direction, film and photography, in English and Chinese, on desktop and on the phone.
one platform
English, Chinese
desktop and mobile
one page structure
My Responsibilities
Lead designer
The platform from the first concept to the last story page.
The idea and the look of The Driven, its icon and key visual.
The twelve owners as one gallery, with the teaser film.
One page structure with twelve art directions, each led by its film and photography.
Every story rebuilt for the phone and the WeChat browser.
English and Chinese versions of every page.
Banners and social key visuals for the launch of each story.
The concept
Every enthusiast has a story
To be driven is to live with enthusiasm: sticking to your ideals and, if need be, forging your own path. The campaign put the owners first and the car last, with The Driven icon, a seal in red and carbon, tying every story together.
Campaign banner
Landing page, twelve people, twelve stories
Story page concept
The stories
One structure, twelve worlds
Every story follows the same structure: a film, the person, what drives them, their own world, then the car and more stories. Each one gets its own art direction, from a race track and an architect’s concrete to ink painting, a symphony hall and a market stall.
Li Chao, race driver · Speed
Zhang Lei, architect · Sustainability
Yang Wu, folk dancer · Expression
Zhou Kaiyuan, cake brand founder · Persistence
Holo, film director · Storytelling
Wang Zhaochun, astronomer · Exploration
Hou Xiaoming, car collector · Timelessness
Xue Tingzhe, pianist · Ingenuity
Ruby Fang, fashion designer · Fashion
Du Feng, basketball coach · Legacy
Lan Jing, traveler and gourmet · Savor
Luo Dan and Luo Zhongli, painters · Heritage
On the phone
Built for WeChat
Most readers met the stories on the phone, inside WeChat. Every page was rebuilt for a narrow screen rather than shrunk: the film and the portrait first, the text in short blocks, and the same art direction carried through, down to a scratch-to-reveal opening on Heritage.
Speed
Sustainability
Expression
Persistence
Storytelling
Timelessness
Fashion
Legacy
Savor
Heritage
What Porsche gained
Outcomes of the platform
A brand told through the people who drive it, twelve times over, in two languages and on the phone.
Twelve real Porsche owners in China, each with a film and a long-form story, the car at the end rather than the start.
One page structure carried twelve art directions, so each new story was a new look, not a new build.
English and Chinese versions of every page, landing to story.
Every story rebuilt for mobile and the WeChat browser, where most readers met it.
Designed at Avantgarde Shanghai as Lead Digital Designer
Porsche China
Thank you!
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