The new Porsche 911 is the fastest, smartest, most innovative 911 ever. Tasked with introducing it to the world, we knew we couldn’t simply talk about how it broke ground. We had to make something groundbreaking.

So we re-drew technological boundaries and brought an entirely new level of innovation not only to traditional print, but also, video. The result? The world’s first interactive hologram print ad.

In the April issue of Fast Company magazine we inserted a 4-page spread featuring the new 911. Affixed to one of the inside pages was an acetate prism and instructions for using it. Once assembled and placed on a tablet, users witnessed the new 911 in one of the most unique forms it’s ever taken. A hologram.

In the first 24 hours after launch, it was covered globally by dozens of online publications across automotive, tech, and advertising. At the end of circulation, the print will have received over 2.5 million impressions.

To introduce the most innovative Porsche 911 ever, we created one of the most innovative print ads to date.

By re-drawing the technological boundaries of the world’s oldest communication medium – print – we reinvigorated the typically 2D experience, and brought it beyond the page. In doing so, we created the world’s first interactive hologram print ad.

This entire project was uncharted territory. We quickly discovered traditional video images would not work to create the hologram effect in the prism projection. So an incredible amount of trial and error was involved to produce an optimal video. And with that, a budget that didn’t allow us to experiment forever. The process required a lot of iterative patience. But everyone signed up for that. And in the end it was quite fun.

The physical prism presented challenges as well. The size and angles were rigorously tested and tweaked over a few months to create the best viewing experience possible. We maximized the size of the prism within the constraints of the publication's page size, and affixed it to the insert in a way that was secure, yet easily removable without tearing.