Screeching Tires
A font inspired by burnt rubber powers a dynamic video generator to let users write their own messages with a sports car.
Client
Partners
- Cramer-Krasselt
- 3D
- Animation
- User Generated Content
- Design
- Front-End Development
- Back-End Development
- Cloud Rendering
Project Overview
The Brief
To celebrate the launch of the 2021 Cayenne Coupe, we designed an original font, made to mimic the tire marks and burnt rubber laid down by the wheels of the car itself.
A dynamic video generator built on our custom, cloud-based render engine lets visitors enter original messages to receive a shareable clip of the Cayenne Coupe "writing" their message as it drifts, skids and burns its way around the scene.
Our Approach
We created letterforms that mimic the burnt rubber marks left by a speeding Cayenne Coupe — then let users compose a custom message and watch it get made.
A dynamic cloud-rendering pipeline compiles the personalized videos with the Coupe tearing around the track as it writes each users' message. With unique intro sequences and cutaways, no two videos are alike, but each one captures the visceral speed, power and energy of driving a Porsche.
Burning Rubber
A love letter to the automotive-inspired.
Car buffs and gear heads loved the activation, including the ability to download an actual .ttf of the font, made by a Porsche vehicle, for their personal use. Cayenne Coupe’s speed and power spun up messages and campaign engagement across social.
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