Monica is as passionate about her Porsche as they come.
Concept
Associate Porsche Norway with Porsche enthusiast Monica D. Tang (aka @taycan_frozenberry). Visualize Porsche Norway and Monica’s shared values of passion for driving cars that make you smile. Monica is the personification of Porsche driving passion. Visualize her ‘Porsche Moment’, a long weekend drive with no destination.
Create a sense of ownership. Far too often do shoots with women and their cars feel unnatural and staged, resulting in the sense that they do not own the vehicle. Through badass yet comfortable styling, natural lighting and relaxed posing, we want to give the audience an immediate understanding that this is Monica’s car and she knows damn well how to drive it.
Escape from the norm
Monica wakes up on a Saturday and drives through the city to a cafe to pick up a coffee before making her escape. With no GPS set, it's just a mad dash from Oslo to the wild backroads for her weekend escape from reality.
Suited for the urban labyrinth and backroad bends, her daily driver is also her weekend thrill ride. The Frozenberry Taycan represents freedom to her. Whether it’s making her daily errands doable or unlocking miles of smiles, the Taycan is her everything. This is a story of the latter; an all out mad dash to escape stress and responsibility in the hunt for gripping tight turns, sunset vistas and a strangely special pastry.
After the Saturday morning coffee run in town, it’s time to take the Frozen Berry Taycan out to stretch its legs. Monica suits up and goes on the hunt for pure driving bliss. Winding through country roads that speed limits seem to have forgotten, Monica owns the road. She pushes the Taycan and the Taycan pushes her, a symbiotic relationship between driver and driven.
Eventually she pulls over to absorb the moment and decompress with a lunch snack. Taking a quiet moment to herself, she enjoys her pastry and a couple of breaths of fresh air before charging back toward Oslo and reality.
Finally back in Oslo among the chaos and routine of daily life. While the rest of the town scurries hurriedly from here to there to make it back in time for their Saturday night engagements, she slowly and confidently floats through the streets in search for one last moment to reflect. Monica finds the ocean front, a place to park and watch the sunset for a few minutes not for any particular reason but to allow the world around her to slow to a stop. A break in time.
From the early morning coffee run to a fast-paced drive to clear her mind to this lapse in time, Monica is reminded of the important things in life. Passion.
Clean. Natural. Warm.
Photos evolve with the weather, going from clean and natural whites under overcast weather to warm tones as the sun makes an appearance. The colors are an emphasized version of my memory of the moment itself. Early morning inner city felt crisp and cool whereas the afternoon sun felt warm and welcoming, providing confidence to Monica and her Taycan’s body language and character. The sunset gave a mixed feel with cooler shadows while still maintaining warmth in the highlights and skin tones to add a bit of drama and punch.
‘Scandinavian’ style in the simplicity of the lighting and editing.
Play to the strength of the environments
The buildings in the inner city morning photos add direction to the flat lighting from the clouds. This adds shadows under the curves and shoulders of the car but keeps the flyline itself bright. Using this keeps the photos more natural and Scandinavian without risking a tacky artificial feel of using flashes.
