Title	TAYCAN DESIGNFILM "POWERSTATION"
Brand	DR. ING. H.C. F. PORSCHE AG
Product/Service	TAYCAN
Category	A04. Production Design / Art Direction
Entrant	GRABARZ & PARTNER Hamburg, GERMANY
Idea Creation	GRABARZ & PARTNER Hamburg, GERMANY
Production	CZAR FILM Hamburg, GERMANY
Production 2	NHB STUDIOS Munich, GERMANY
Production 3	SUPREME MUSIC Hamburg, GERMANY
Additional Company	DR. ING. H.C. F. PORSCHE Stuttgart, GERMANY

Name	Company	Position
Ralf Heuel	Grabarz & Partner	Chief Creative Officer
Julica Hauke	Grabarz & Partner	Group Head
Ralf Nolting	Grabarz & Partner	Team Lead
Frederik Wetzel	Grabarz & Partner	Creative Team Lead
Tim Lehnebach	Grabarz & Partner	Creative Director
Florian Pack	Grabarz & Partner	CD Moving Images
Alexander Harder	Grabarz & Partner	Art Director
Filippo Rizzo	Grabarz & Partner	Copywriter
Manuela Brückner	Grabarz & Partner	Account Manager
Daniel Wunderer	Grabarz & Partner	Agency Producer
Oliver Hoffmann	Dr. Ing. h.c. F. Porsche AG	Director Marketing Communications
Ludwig Liptak	Dr. Ing. h.c. F. Porsche AG	Manager Media Production & Dialogue Marketing – Marketing Communications
Marius Kreisle	Dr. Ing. h.c. F. Porsche AG	Marketing Communication
- -	CZAR Film GmbH	Film Production
Ben Strebel	-	Director
Rina Yang	-	DOP Lighting Cameraman
Thorne Mutert	-	Executive Producer
Christian Brox Brochot	-	Executive Producer
Jim Lerch	-	Postproduction Producer
Michael Weicker	-	Editor
Christian Kasten	-	Compositing Supervisor
Luke Morisson	-	Colorist
- -	nhb video GmbH	Post Production
- -	Supreme Music GmbH	Music
Johannes Röske	nhb Ton GmbH	Sound Engineer

Write a short summary of what happens in the film

The Taycan is not only the ultimate expression of e-mobility, but also of Porsche’s very unique soul. So, to unveil some details of its edgy design for the very first time, the car is depicted in a suitable habitat, right where electricity is artificially generated by humans - a power station. As a first spark of electricity brings the whole scene to life, we start witnessing a series of quick scenes where details of both, the location and the car, seem to be seamlessly interacting with each other in a spectacular yet dramatic climax. A specifically created original soul/electro music track, sung by a silky voice, plays as an emotional musical background, to give the whole scene an even more epic and classy dimension.

Cultural / Context information for the jury

The launch of the Taycan, the first all-electric Porsche model ever, was one of the most highly anticipated events of the year for the whole automotive industry. The task was to give a first highly emotional glimpse of its puristic, expressive, timeless shapes. Three attributes that describe every Porsche – but especially true to the Taycan nowadays, the newest model which has driven the brand DNA and soul into a new era. Simultaneously, we also wanted to bring the claim “Soul, electrified.” to life by capturing viewers’ eyes throughout the film, and making them almost feel part of the action itself.

Tell the jury about the production design / art direction. You may wish to comment on choices, challenges or effects.

The task is to introduce the innovative design of the Taycan, the first all-electric Porsche, as well as highlight the typical Porsche soul lying in it. The ideal location to present its smooth futuristic shapes is an inactive powerhouse, whose evocative elements are gradually activated by the electrifying presence of the car. Set at night, the video plays on the poetic contrast between lights and shadows, and the spectrum of impressions they generate. Flickering effect, light streaks, reflections on the car’s body and a hectic succession of details of the location and the Taycan, both external and internal, help create a dramatic crescendo. The car is repeatedly flashed flat from different directions, and the light sources are out of frame to avoid a plain approach. The use of anamorphic lenses also enhances the overall mystical atmosphere, capturing – for instance – the tactile dimension of details like dust particles in