Role
Agency
I’ve spent more than three years leading a gaming-project for Porsche working not just with the brand itself, but forging real collaborations with top-tier studios.
We partnered with core collaborators like Polyphony Digital, and expanded into new gaming territories teaming up with studios beyond the racing world for example Blizzard Entertainment. I also ensured Porsche had a strong presence at major industry events, representing the project at Gamescom and SXSW, bringing the spirit of automotive heritage into gaming culture, connecting with developers, gamers and media.
«Not just dropping Porsche logos into existing games. I explored new formats, new genres, new audiences, turning Porsche into a digital lifestyle brand inside gaming universes, not just another car name».
In collaboration with Blizzard Entertainment and their hit game Overwatch, we created an exciting new skin for D.Va’s Mech inspired by Porsche, aiming to captivate younger audiences and the gaming community. This innovative partnership showcased the sleek design of the Porsche Macan, blending it perfectly into the game’s futuristic world.
Our campaign featured an animated short film telling the origin story of D.Va’s new Mech, and actively involved streamers, cosplayers, and eSports professionals to engage the Overwatch community. The exclusive bundle included the D.Va skin and a stylish outfit for Pharah inspired by the Porsche Macan. The campaign had a huge impact on the gaming community, putting Porsche top of mind for many new audiences and significantly enhancing Porsche’s footprint in the gaming industry out of the usual racing games.
«The Overwatch 2 Porsche trailer film dropped a high-voltage, fully animated short that reimagined D.Va’s Porsche-inspired mech origin in 60 thrilling seconds, fusing the game’s action with Porsche’s electric design DNA».
For the launch trailer of the collaboration, we’ve brought to life a 60-second, thrilling action-packed blend of 2D and 3D animation, teaming up with our talented colleagues at Shotopop. This epic partnership was unveiled at SXSW in early March 2024 and just two months later, we could finally reveal the film.
The D.va skin in Overwatch was developed jointly by Porsche and Blizzard to not only echo the iconic Macan Electric but also to feel fully at home in the fast pace, movement and intensity players expect. The goal was to create a design that carried Porsche’s unmistakable identity while matching the rhythm, energy and style that define D.va’s gameplay.
«The Porsche x Overwatch 2 collab dropped Porsche-inspired skins for D.Va and Pharah that bring the Macan and Taycan design language right into the game’s world, electrifying cosmetic play with automotive style».
Porsche
Porsche
Porsche
The D.Va Porsche Macan pack became an instant hit across the community. Overwatch players, streamers and influencers jumped on it from day one because the look felt fresh and exciting.
The new sound design gave the mech a sharper personality that people kept replaying in clips. The skill animations added an energy boost that made gameplay feel different in the best way. Even major creators on YouTube called it one of the most memorable collabs between Porsche and Blizzard Entertainment to date.
The Porsche stand at Gamescon offered a multi-sensory experience, inspired by D.Va’s hometown, Busan. Visitors could enjoy interactive elements, including a karaoke area and the chance to compete in a “Beat the Streamer” contest with Overwatch content creator Bogur. A life-sized statue of D.Va’s Mech, Tokki, was also on display, alongside a Macan show car featuring a fan-voted Overwatch design.
Cosplay enthusiasts Alyson Tabbitha and Stellar Cosplay brought D.Va and Pharah to life at the Porsche stand, further enhancing the experience. Interested visitors could immerse themselves in this fusion of gaming and Porsche.
Porsche
Porsche
Porsche
The collaboration between Porsche and Gran Turismo 7 got a serious upgrade when Porsche dropped the futuristic Porsche Mission X into the game. With update 1.54 GT7 didn’t just get a few extra cars, it got a bold statement: a hypercar-concept straight out of the Porsche design lab, digitally brought to life.
The launch was backed by a slick trailer that portraited the designers, produced by We Make Them Wonder, blending 3D visuals and real-world film to hype up the drop. Directed by WONDA with creative input from me and the Grabarz & Partner team, the video sells Mission X not merely as a car, but as a vision, futuristic, aspirational, and bleeding-edge
«The Mission X film for Gran Turismo 7 unleashes Porsche’s electric hypercar concept into the virtual world with a boundary-blurring blend of real and 3D footage that turns gameplay into a next-level automotive vision on wheels».
The film directed by Paul Jax isn’t your average promo, was pure cinematic ambition. With crisp visuals, moody lighting and a sense of motion even when the car stands still, the piece treats Mission X not as a car, but as a dream-machine.
Niclas Loeffler’s cinematography pushed the film over the edge: every angle, every light-wrap on the carbon-weave body, every reflection feels sculpted.
In-game, Mission X lands as “Mission X ’23,” a concept EV-hypercar that embodies Porsche’s push toward the future. It sits in the “brand central” garage, ready to drive. Performance-wise it’s wild — fans and creators treat it as a dream-machine, with stats and handling tuned to push the boundaries of what GT7 normally delivers.
As for results, the move reinforced Porsche’s relevance in both the automotive and gaming worlds. The drop sparked buzz in the community: some hail Mission X as a masterpiece of digital design and performance, others complain it’s over-powered, hard to tame. But overall, it’s a win: GT7 gained a halo ride, Porsche scored visibility among gamers, and the Mission X became a talking point in both car and gaming culture.
Porsche
Porsche
Porsche
«This campaign brought Porsche’s cutting-edge concept into Gran Turismo 7 as a playable hypercar, turning a virtual release into a cultural moment that deepened engagement between automotive innovation and the gaming community».
