Life Intensified: Porsche's Vibrant Campaign Captured by Florian W. Mueller

Exploring the Intersection of Automobile Design and Photography in Porsche's Asia Pacific Campaign

Florian W. Mueller, an award-winning photographer, was tasked with creating a unique visual narrative for Porsche's "Life Intensified" campaign. The project aimed to showcase the Porsche Macan S in four distinct colors - Lava Orange, Viper Green, Riviera Blue, and Ultra Violet - against the backdrop of Taipei's bustling cityscape. The challenge was to create images that stood on their own, without the use of CGI, a common tool in automobile advertising.

The campaign's unique properties lie in its holistic approach. Mueller was not just responsible for the photographs; he also created the stories behind them, scouted the perfect locations, and assembled a team to produce four intense making-of videos. The campaign was a success, with the videos going viral across various social media channels and garnering worldwide attention.

The technology behind the campaign was as impressive as the final product. Mueller used digital photography with a Phase One XF and an IQ3 100MB back, without additional lights or CGI. The post-production was handled by npixo GmbH. Despite the complexity of the project, the core team consisted of just four people: the creative director, Mueller's assistant photographer, a filmmaker, and Mueller himself.

The campaign was designed for social media and advertising across the entire Asia Pacific region, including the making-of films and additional material. The images were also used in an Instagram challenge, where winners had the opportunity to attend a photography masterclass with Mueller in Malaysia.

The project was not without its challenges. Shooting in a live city, as opposed to a controlled studio environment, presented difficulties. Streets and areas could not be blocked off, and the team had to work around the city's natural rhythm. Despite these challenges, the campaign was a success, capturing the spirit of "Life Intensified" and bringing the vibrant colors of the Porsche Macan S to life.

The "Life Intensified" campaign was awarded the Golden A' Photography and Photo Manipulation Design Award in 2018, a testament to the creativity and innovation of Mueller and his team. This project is a shining example of how art, design, and technology can come together to create a unique and impactful advertising campaign.