From two Wheels to four
To commemorate the ongoing success of the Cayenne SUV franchise, Porsche Classic, which is a division devoted to celebrating older models, wanted to showcase the versatility of the original first-gen version and showcase the car as a modern enabler.
Given the relatively inexpensive entry-level availability, alongside the Cayenne’s off-road capabilities, the client wanted to portray the vehicle in a new context for a new and younger consumer.
Working closely with the team at Porsche Classic, we raised the idea of partnering with a Gravel bike rider and promoting this new medium as the perfect partner for getting out into deeper territory and exploring new surroundings, all enabled by the Cayenne. The shoot took place in Luxembourg, where 1993 undertook all aspects from selecting the photographer, locations, permits and deciding the editorial style, which were all green-lit by the client.
The resulting imagery was ran throughout a sixteen-page spread in Sight magazine issue 005.
