Title | DARE TO FAIL |
Brand | PORSHE |
Product/Service | PORSHE |
Category |
B04. Animation |
Entrant
|
BAKEHOUSE Moscow, RUSSIA
|
Idea Creation
|
ISOBAR Amsterdam, THE NETHERLANDS
|
Production
|
BAKEHOUSE Moscow, RUSSIA
|
Post Production
|
BAKEHOUSE Moscow, RUSSIA
|
Credits
Ruurd Neurink |
Porsche Netherlands |
Head of Marketing & Communications |
Anne Pellekoorn |
Porsche Netherlands |
Brand Marketing Manager |
Mayke van de Rijt |
Porsche Netherlands |
Brand Marketing Manager |
Norbert Hoogeslag |
Porsche Netherlands |
Researcher/Journalist |
Rita Lopes van den Broek |
dentsuACHTUNG! Amsterdam |
Creative Copywriter |
Bex McNally |
dentsuACHTUNG! Amsterdam |
Creative Art Director |
Amber Akkermans |
dentsuACHTUNG! Amsterdam |
Sr. Content Producer |
Marc Elbers |
dentsuACHTUNG! Amsterdam |
Head of Production |
Britt Boss |
dentsuACHTUNG! Amsterdam |
Strategist |
Jasper Janssen |
dentsuACHTUNG! Amsterdam |
Creative Director |
Samyr Souen |
dentsuACHTUNG! Amsterdam |
Creative Director |
Ralph Balk |
dentsuACHTUNG! Amsterdam |
Business Director |
Alya Lugovaya |
Bakehouse |
Head of Production |
Kostya Korobkin |
Bakehouse |
Head of Production |
Sophya Katulska |
Bakehouse |
Executive Producer |
Mitya Katkin |
Bakehouse |
Creator and Lead art-director |
Dima Rodionov |
Bakehouse |
Concept Artist |
Denis Kharitonov |
Bakehouse |
CG Supervisor and Lead animator |
Ivan Godomin |
Bakehouse |
Compositing |
Kirill Kuzin |
Bakehouse |
Modeling and R&D |
Nikita Dashkov |
Bakehouse |
Motion design |
Alexandra Frolova |
Bakehouse |
Mattepainting |
Vanya Maslov |
Bakehouse |
Composer |
Stas Paushev-Neznakomov |
Bakehouse |
SFX |
Yaroslav Redkin |
Bakehouse |
SFX |
Write a short summary of what happens in the film
At Porsche the biggest inspiration is failure and in the films we are following three real lessons from the track, that changed Porsche’s history and shake up racing forever – Gijs van Lennep’s accident at the Les Combes bend, banned Porsche made of ultra-light carbon and a 1-2 finish for Porsche 959 at the Dakar Rally. All three stories are coming together in the typographic narrative to deliver the simple lesson to the audience – you can’t win if you don’t lose. This campaign visually breaks out of the sea of sameness to remind our viewers that Porsche was born a motorsports car.
Cultural / Context information for the jury
Porsche has endured many lows to achieve the highs. Where others see obstacles Porsche sees opportunity. An opportunity to learn. Porsche learns from every test, every win, and every loss. It made the brand Porsche is today. Better, faster & more intelligent. Failure is not the end, it’s the beginning of a new, better, attempt. By this films we are celebrating the brand’s DNA and the lessons learned on the track.
Tell the jury about type(s) of animation used and summarise any relevant challenges or techniques.
Animation techniques: pretty much run-of-the-mill 3D animation with increased emphasis on camera movements.
The greatest challenge we faced was the common human weakness, the insurmountable desire to sleep at least once a week =)
Also the sad reality of modern 3D software lacking any relevant typographic capabilities, which, in the confines of a typography-based project, forced us to blindly master all text elements in Adobe Illustrator before putting them into a 3D environment.