Porsche | EILEEN GUHow do you drive engagement for the launch of the new Porsche Cayenne Active in China?
By teaming up with one of the country’s most influential cultural icons, Eileen Gu. As overall Client Service Director and Project Lead, I developed and led a dynamic content campaign that highlighted the synergy between Gu’s fearless athleticism and the Cayenne Active’s versatile performance. The result was a social-first content strategy designed to spark conversation and connect with a younger, digitally savvy audience. The campaign quickly gained traction online and was later expanded with high-impact OOH placements across major Chinese cities, reinforcing Porsche’s image as both aspirational and agile in one of its most important markets.
Year 2025
Austrian Alps
Client: Porsche AG, Porsche China
Photo: Martin Kula
Film: Ivory Production GmbH
Role: Project Lead, Concept, Agency Producer
The project process begins with receiving the client's briefing and developing a tailored concept. Once the concept is approved, the next step is identifying the appropriate production company to bring the vision to life. This is followed by preproduction planning, including detailed reviews with the client to ensure alignment with expectations. Execution occurs on-site, with close management of all aspects of the production. Post-production is carefully supervised to ensure quality, and the final assets are distributed according to the project’s objectives.
