The Challenge
For the ‘top secret’ global launch of the Porsche 911 Turbo Exclusive ‘Gold’ Edition at Highclere Castle, create an exciting yet cost-effective way to reveal the car to prospective buyers and Porsche dealers from around the world across two nights.

The Insight
The exclusivity and distinctive gold finish of the model provided a clear creative direction for the reveal.

The Idea
Use light as a metaphor for the ‘gold’ edition, revealing the car through a dramatic ‘Sun Ray’ installation that symbolised the dawn of a new model.

Execution
A bespoke ‘Sun Ray’ art and lighting installation, constructed from thousands of golden wires, designed to represent the rays of the sun.

The car sat in complete darkness before being gradually revealed as the installation illuminated, bathing it in golden light.

The reveal was preceded by a short film featuring transitions between sunrises, lifestyle imagery and close-up details of the car’s design, building anticipation ahead of the live moment.

As the car was unveiled, electric violinists FUSE performed live on stage using £1 million solid gold violins, adding a final layer of drama and reinforcing the exclusivity of the event.

Result
Delivered a high-impact global launch experience across two nights

Reinforced the exclusivity and craftsmanship of the ‘Gold’ Edition

Created a memorable and immersive reveal for an international audience of buyers and dealers