Porsche
Building a new generation of Porsche fans
A cultural platform built to put Porsche in a different kind of conversation.
Porsche wanted more cultural relevance with a younger audience. I helped create Scopes, a new platform that put the brand in conversation with music, art and nightlife rather than just cars.
The first edition took over an abandoned modernist theatre in Berlin. We brought in local artists and collectives including Boiler Room and Live From Earth, with Julia Stoschek helping curate an exhibition featuring artists such as Ryan Trecartin and Britta Thie.
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Amsterdam pushed the platform further: a week of concerts, workshops and performances with collaborators including Ridley Scott Creative Group, Maison the Faux and D.O.L. House.
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For Warsaw, I helped build the social world around Scopes, from tone of voice to a constant stream of posts and reels. The programme featured artists including VTSS, Zuza Krajewska and Girls to the Front.
What started as a brief to make Porsche feel relevant to younger audiences became a cultural platform that travelled from Berlin to all over Europe and then beyond, building an audience far beyond traditional car culture.