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Porsche
Bringing Together Music and Machine with Porsche
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Can a sports car become a musical canvas?
Background
Porsche’s E-performance vehicles were the car giant’s first-ever electric vehicles and one of its most important products in decades. Second Story, a part of Razorfish, teamed up with XD Agency to help Porsche create an unforgettable launch event for the cars by connecting an electric guitar to an electric car—and electrifying a crowd.
Special lights on the car would actually respond to my guitar—that was amazing!
Musician
Journey
Held at LA’s Porsche Experience Center, the E-Performance launch event blended classic rock with cutting-edge technology. Our team mounted custom displays to the spoiler of two Porsche Panamera 4 E-Hybrid models. When rock legend (and Porsche superfan) Dave Navarro hit the stage to wow the VIP crowd, his live guitar signal drove a lo-fi music visualizer on the back of each car. As they raced around the track, the vehicles became part of the performance.
Our job was to design a responsive extension of the guitar.
Chief Creative Officer • Second Story, a part of Razorfish
Outcomes
The “Engine Notes” concert was a one-of-a-kind event that brought together man, music, and machine. Rolling Stone called it “an asphalt-kicking E-performance.” Major music publications worldwide ran features on the event. And hundreds of attendees were treated to a performance unlike any they’d seen before.
- 250test drives at event
- 4.5Mvideo views
- 10Mpress impressions in a week
Live audio processing and frequency analysis—this is Dave Navarro’s personal music visualizer.
Technology Lead • Second Story, a part of Razorfish
What are people saying?
Can’t think of anyone else who could’ve done this better. All kinds of awesome, Dave
@CelesteJMarek Sign me up for a Porsche haha ♯♭♭
@andrewmartinmusic
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