Porsche has always been known for pushing the envelope with new technologies. We were given the challenge to connect the introduction of the latest 911 model with the brand’s illustrious history, and to do so by utilizing technology in a way that consumers have never seen before.

By showcasing iconic imagery from Porsche’s past and present through the cutting-edge hologram platform, we were able to capture the imaginations of our audience, reinforce the brand’s strong connection with innovation, and introduce the new model as the next step of a storied legacy.

The resulting hologram experience was delivered to consumers through the April 2016 issue of Fast Company. Select copies of the magazine were issued with a prism, directions for assembly, and a link to the specially-formatted video. When placed on top of a tablet playing our video, consumers were able to view Porsche's story rendered in beautiful floating 3D graphics.

We built the hologram experience with a simple, yet effective application of common technology. The visuals were created by animating realistic-but-idealized CG versions of each 911 model, and rendering them with a scientific style that viewers associate with holograms. Wire-frame details and digital artifacts enhanced the futuristic look, and an emphasis on contrast kept the images popping.

Then the visuals were mapped onto four triangular-shaped panels on the surface of the tablet. Through trial-and-error, we settled on the size, shape, and cropping/vignetting for each of these panels that would produce the most optimal hologram experience.

We also created a square in the center of the tablet that featured a cyan-tinted particle-effect animation. When the hologram video is viewed with the prism, this section of the screen looks like an “emitter” for the holographic visuals. This is an innovation that, to our knowledge, has never been done before with hologram videos.