Porsche is a global icon, not only in the automotive world but also in popular culture. Its cars have been featured in movies, praised in songs, utilized in fashion campaigns and used as canvases by visual artists. The car brand has always had a place in the world of creatives, and Porsche continues to be a proponent of the arts and champions the notion of giving artists platforms to express their work. The most recent example of this pursuit can be found in its Electric Art campaign.
The Taycan is a hero model in Porsche’s extensive lineup—it’s the brand’s first and only all-electric car. Revolutionary in its own right, the Taycan also reflects Porsche’s vision of turning dreams into reality. As a brand that prioritizes craftsmanship and creativity, Porsche encourages creatives to realize their dreams through works reflective of their personal goals. With its Electric Art initiative, Porsche tapped Mexico-city based digital artist Rodolfo Hernandez of Olf Studio and Travis Brothers and Isha Dipika Walia of Studio Pending to collaborate and create digital works that interpret the Porsche brand in an innovative light. “Electrification” is at the heart of this partnership, connecting dreamers together to bring visions to fruition by combining skill sets, talents, and other tools of their respective trades. “It was very exciting,” Hernandez said when he found out he would get to work with Porsche. “Porsche has always been a standard for iconic and timeless designs. As a creative, it is always inspiring to be part of a project with such a unique brand.”
Rodolfo Hernandez is a force in the creative industry, building awe-inspiring landscapes and fantastical character illustrations for magazine covers, fashion ads, video game campaigns and more. He’s been commissioned by Nike, Vogue and Dazed to adapt his futuristic graphic style for product, celebrity and editorial photos. Travis Brothers and Isha Dipika Walia are also highly acclaimed for their progressive aesthetic. They’ve worked with culture disruptors like Travis Scott, Lady Gaga and Post Malone amongst others for album covers and promotional materials. The collective is continually lauded for their industrial-inspired graphics and sci-fi-esque designs that combine mechanical and otherworldly elements.
For their collaboration with Porsche, Hernandez, Brothers and Walia created four digital works highlighting the brand’s focus of electrification through collaboration. The resulting pieces depict elements of the Porsche Taycan—motor components, the frame and the interior—and given human-inspired traits such as muscle, skeletal features, veins and vessels. The surreal graphics mirror the bond between humans and their emotions, pulsating senses which bring about the motivation to create. The artwork mimics how electricity can connect car and driver with the exhilarating experience of being transported to new destinations. The designs also expand on how a car like the Taycan can embody one’s personal identity as a reflection of their sense of style and personal values. “The inspiration behind the project was the human connection drivers have with the car and the unique bond created when driving,” Hernandez explains. “We wanted to showcase this bond through different layers and have an emotion connected to each one of them.”
The Porsche-inspired artworks and installation titled, Soul Electrified: The Current Within, by Hernandez, Brothers and Walia were recently displayed at conceptual retail store HBX in New York City. The immersive art event allowed guests to experience Porsche in an interactive way—from massive light boxes housing the artwork within the gallery to futuristic red lighting engulfing the entire event space. The entirety of the experience immersed art fans not only into the world of Porsche, but also the worlds of Hernandez, Brothers and Walia.
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