A Cayenne with a View
Apparently, photographing a Porsche now involves getting into a hot-air balloon.
"Fynn, two weeks in Turkey. Are you in?"
That was roughly how Max introduced the project over the phone. I said yes. Then I asked what we were actually going to do. Turns out Porsche Central and Eastern Europe had come up with a rather interesting concept for the Cayenne Electric Media Drive in Cappadocia: Wake up at four in the morning, head out into the valleys, climb into a hot-air balloon and watch the sun rise over one of the most extraordinary landscapes in the world. After landing, we'd spend the day exploring the region and driving the new Cayenne Electric both on and off-road. For 2 weeks. Every Day.
Each day brought journalists and content creators from different international markets to experience the new Cayenne Electric, discover its capabilities and create content for their audiences. It sounded like a pretty good way to spend two weeks.
Two days to create.
Before the actual media drive began, we had two days dedicated entirely to producing the official press and media material. No guests, no tightly scheduled driving programme. Just four creatives, a collection of brand-new Porsches and a landscape that genuinely looks like somebody designed it for a car commercial. One of my personal highlights was driving through a dry riverbed while the others filmed from the back of a pickup truck moving alongside us. Exactly the kind of stuff you want to be doing.
Somewhere between press and editorial.
One of the most interesting aspects of the entire production was the balance between traditional automotive photography and lifestyle-driven content. On one side, you have the classic press material. Clean, precise images of the car, its design and its capabilities. The kind of photography that ends up in newspapers, automotive magazines and official media coverage. On the other side, you have an entirely different visual language.
For social media and especially for the creators joining the media drive, the car becomes part of a much bigger story. It's no longer just about the vehicle itself, but about the people, the places and the experience surrounding it. That's where editorial photography comes in. Less emphasis on perfectly presenting every detail of the car, more room for atmosphere, spontaneous moments, interesting compositions and images that communicate a certain lifestyle. And Cappadocia was an incredible place to explore both approaches.
