By using the father’s letter to his daughter as an homage to the legacy of Porsche, Copycat gave the spot a deeply emotional and historic through-line.
Beginning — The Problem
The piece was meant to be a heartfelt letter from father to daughter but, ultimately, it didn’t translate into the Porsche-centric story they wanted it to. With footage already shot, a script in place, and minimal budget to recreate something from scratch, we had to find a new narrative to tie the existing pieces together.
Middle — Our Process
Copycat conducted a writer’s room and went directly into a narrative brainstorm. We used the shots, characters, and prompt as the building blocks and then started to ideate from there.
911 Legacy
Developed a new concept
Character Dev.
Improved character development that speaks more to the true demographic of Porsche
New Voice Over
Wrote a new voice over that connected legacy to the brand
Efficient Scripting
Wrote a new script which activated a few reshoots
End — The Outcome
After a few reshoots and a new VO, the spot came to life through a narrative that was heartfelt, rooted in Porsche’s legacy, and tied together by the desire to brave an extraordinary life.
Copycat’s ability to use narrative as a multifaceted medium to improve the total organization of a piece is unparalleled. We were so pleased with their scripting, concepting, and creative collaboration.
