Highlights
An atmospheric designer portrait of Alfredo Häberli for Porsche’s “9:11 Magazine” video series – blending design philosophy, personal storytelling, and cinematic aesthetics to deepen Porsche’s emotional brand identity.
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Client and Sector
Client: Dr. Ing. h.c. F. Porsche AG
Sector: Automotive, Luxury Brands, Content Marketing
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Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.
Challenge
The aim was not simply to showcase Alfredo Häberli as a prominent designer, but to portray him as a creative mind whose philosophy aligns with Porsche’s brand values: precision, reduction, and individuality. The challenge lay in translating an interview-driven, philosophical script into an emotionally compelling film, while also developing a standalone written designer profile that resonated in parallel.
Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.
Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.
Approach
The narrative was anchored in the concept “Precision meets Poetry,” inspired by Häberli’s dual Swiss-Argentinian heritage. The editorial cut was carefully curated from the interview transcript to highlight themes of materiality, reduction, and emotion. A consistent aesthetic language – from visual elements like light and surfaces to verbal imagery such as the “economy of means” – was mirrored across video, sound, and text. Every creative decision was made in alignment with Porsche’s brand pillars: technical excellence, emotional resonance, and cultural depth.
Execution
The episode opens with Häberli recalling childhood memories near a racetrack – an authentic entry point establishing emotional connection to the brand. The storytelling interweaves interview footage, design sketches, still lifes, and dynamic driving scenes featuring a 1976 Porsche 911 G model. Music and sound design were used sparingly and purposefully, echoing Häberli’s minimalist ethos. The designer portrait in print/digital mirrored the video’s visual language, with minimalist typography and prominent quotes. Editorial development, final editing, and production were closely coordinated with the Porsche content team.
Results
The episode outperformed average viewership metrics in its release quarter (internal measurement). Social media and Porsche community forums responded enthusiastically, often describing the film as a “short movie” rather than brand content. The portrait was also reused across newsletters, dealer materials, and events – enhancing its value across channels. Strategically, the piece supported Porsche’s shift toward more human-centric, emotionally rich storytelling.
Learnings
Branded content becomes more impactful when it reflects the values and philosophy of individuals who resonate with the brand – not just product storytelling. Transcripts offer valuable raw material, but thoughtful curation is key. Consistent tone across video, text, and layout reinforces brand recognition. For luxury clients, content must strike a balance: intellectually engaging, aesthetically refined, and emotionally moving.
