Porsche is presenting profiles of people who—like the iconic sports car brand itself—is full of drive and energy in a series of film features produced by hugely popular automotive site Petrolicious. The new series, comprised of six videos each approximately 20 minutes long, is titled “The Soul Within” and can now be viewed on Porsche’s official YouTube channel.
Featured in the videos are the stories of protagonists who are active in their creative, artistic environment. These people are each completely dedicated to different topics, but all share one thing in common: They are doing their own thing, pouring in all their heart and soul in their respective pursuit.
Interestingly, they also make no reference to the Porsche brand and no cars can be seen in the films. In the process, Porsche is allowing the featured artists to tell their stories in an authentic way—and at eye level.
One of the artists featured is Stephane Ashpool, a fashion designer who sells both streetwear and haute couture under the Pigalle label. Another is graffiti artist Christina Angelina, who in her video describes how she forges a direct connection to her soul with the physically demanding act of spray painting. Other episodes feature Techno disc jockey DJane Hito, and animated film director Lino DiSalvo, who produced “Playmobil: The Movie” last year.
Entrepreneurs Kaeli Robinsong and Jason Sussman, for their part, explain how they remain true to themselves even as they have managed to expand their business from the original food truck to their chain of restaurants now. In another video, “skate rat” and managing director of board and apparel brand Titus, Julius Dittmann, shares his passion for the skating culture.
“We want to make the individual passion of interesting personalities tangible with ‘The Soul Within’ series—what drives them, and what is really important to them,” says Oliver Hoffmann, head of Marketing Communications at Porsche AG. “With this series, we are exploring the world of our young target group and dealing with relevant topics. Not a single Porsche can be seen in more than two hours of film time. Instead, we are highlighting what people have in common, things that might not be guessed immediately, demonstrating the values which we as a brand represent.”Porsche has intensively portrayed soul as a theme in its communication campaigns since the 2019 launch of its first fully electric four-door sports car, the Taycan. Carrying the motto “Soul, Electrified,” the Taycan embodies all the typical characteristics of Porsche, but now propelled by electric power.
