Porsche set out to forge a deep emotional connection to the experience of driving their sports cars, using more than just the power of words, written or filmed. “How can we make potential customers understand how this feels on a visceral level?” the brand asked. “How can we place them inside the experience of ‘getting there’ that only a Porsche affords?” Our response: immerse readers in the ineffable but transformative feeling of being behind the wheel by combining compelling storytelling with virtual reality illustrations from leading Google Tilt Brush artist Wesley Allsbrook in "Why We Drive."

To bring our idea to life, we identified 3 Porsche enthusiasts who each shared a story of a transformative moment behind the wheel. We then teamed up with virtual reality artist Wesley Allsbrook to interpret each story and create an immersive 3D illustration, capturing the power and whimsy of their words. The result, a 3-part mixed-reality video series with unparalleled immersion.

Within the digital experience, we also hosted each 3D Google Tilt Brush illustration in a player that allows readers to view the work through a VR headset, or on desktop and mobile by dragging, zooming, and rotating the piece. The destination also included short profiles of our subjects, original photography, and a visual visit to Allsbrook’s studio.

The feature lived on our website and was promoted across The Atlantic's internal and social channels including Facebook and Twitter. Running from June to July 2018, "Why We Drive" met Porsche's brand goals—to connect users with the emotional feeling of the drive, exceeding all studio engagement benchmarks.