With a desire to reach a new target audience in Japan, Porsche Japan’s art direction shifted toward a more emotive and editorial approach. It wasn’t just about the vehicles—it was about the culture they represent and the personas they inspire in the audience.

My role as Art Director included leading the conceptualization, art direction, social media strategy, and campaign planning during the pitch phase. Beyond the initial campaign, I also managed and art directed Porsche Japan’s ongoing social media efforts as part of the retainer work, ensuring consistency and impact across all touchpoints.