Porsche Retail Italia S.p.A.

ROAD TO
PORSCHE HEIGHTS

A journey of over 2,000 km from Milan, weaving through the serene beauty of Lake Garda, the majestic Dolomites, and the Austrian Alps.

The highlight? Crossing the legendary Grossglockner High Alpine Road to reach Porsche Heights, a celebration of 60 years of the iconic Porsche 911 model.

The Taycan 4S Sport Turismo redefined the experience, blending absolute comfort with thrilling performance. In Sport Plus mode, it transitioned from quiet refinement to dynamic power, conquering every curve with precision and excitement.

Services: campaign - product - locations - direction - shooting - post production - copywriting - social media.

Client: Porsche Retail Italia S.p.A. for Centri Porsche di Milano.

2nd driving assistant: Alma Hodzic.

The need:
Showcase Taycan’s performance and everyday usability.

With the second-generation Taycan on the horizon, the goal was to maximize the impact of the first-generation model—driving sales while educating both current and future Taycan & Macan EV owners on the ease of EV ownership.

We focused on demonstrating how to seamlessly integrate an electric Porsche into daily life and long journeys, highlighting key features like the Porsche Charging Destination network, Charging Planner, Charging Service system, and Porsche InnoDrive.

The message was clear: taking long ventures with an electric Porsche is not only effortless but also incredibly comfortable and performance-driven—true to the brand’s DNA.

How we did it?

As the 60th anniversary of the Porsche 911 approached, Porsche AG organized a community trip to celebrate this milestone.

We seized the opportunity to launch a side project, meeting fellow enthusiasts at F.A.T. Mankei—a new automotive hub on the Grossglockner High Alpine Road in Austria, founded by Ferdi Porsche, grandson of Ferry Porsche.

The locations

We planned a five day beautiful trip and set off from Milan, home of Centri Porsche di Milano, with our first stop at Lake Garda to visit the Fondazione André Heller. This captivating garden, now managed by Jovanka and Hans Porsche, is home to around 3,000 plant species from around the world, blended with contemporary sculptures.

After soaking in the beauty of the garden, we continued our journey into the heart of the Dolomites, where we enjoyed some peaceful moments in the mountains. As we crossed through the Dolomites, we reached the Austrian Alps, with our destination being Porsche Heights on the Grossglockner. This majestic road, where Porsche tests its vehicles, is a must-see for any true Porsche enthusiast.

We spent two enjoyable days there, connecting with fellow enthusiasts and followers. On our way home, we passed through Franciacorta before returning to Milan.

Content

As the only media photographer and director, I took on the role of capturing the essence of our journey while also handling the copywriting and live posting throughout the road trip. We created dynamic media content, weaving stories about the stunning locations we visited, showcasing how we utilized the vehicle, and highlighting Porsche EV focused services.

Each moment was shared in real-time, bringing our followers along for the ride, while ensuring the experience was seamlessly connected to Porsche's performance and lifestyle.

Channels and activation

The campaign was shared across multiple platforms, including:

Centri Porsche di Milano's social media and other channels.
Printed photos displayed at the newly renovated Destination Porsche dealership in Milano.
@iamchrisart social media.
Various social media accounts of fellow enthusiasts.