Electronic music pioneer David Guetta, one of the most celebrated DJs across the globe, has partnered with Porsche for the brand’s latest campaign.
The video shoot showcased Porsche’s latest all-electric vehicles – the Macan Turbo and the Taycan Turbo GT –at the Dubai Electricity and Water Authority’s (DEWA’s) Mohammed bin Rashid Al Maktoum Solar Park racing to the tune of David Guetta’s Future Rave Remix of ‘Titanium’ in partnership with the Dubai Department of Economy and Tourism (DET).
In an exclusive conversation with Campaign Middle East, Markus Peter, Marketing Director at Porsche Middle East and Africa, said, “The campaign was built on three fundamental pillars. First, we sought strong partnerships that would amplify our message, collaborating with the Dubai Electricity and Water Authority (DEWA) and the Dubai Department of Economy and Tourism (DET) to highlight not only performance but also the shared vision of sustainability and innovation.”
Peter added, “Second, we needed a location that visually represented electricity, power and the future, and the Mohammed bin Rashid Al Maktoum Solar Park provided the perfect stage. Finally, we wanted a sound that captured the Porsche spirit – technically perfect, yet deeply emotional. David Guetta’s Future Rave Remix of ‘Titanium’ was the ideal track, bringing an electrifying energy to the film and amplifying the connection between sound, speed and spectacle. Music played an essential role in shaping the dynamic pace of the film, creating a sensory experience that mirrors the excitement of driving a Porsche.”
David Guetta sets up DJ booth atop 263m Solar Park Tower
The 263m Solar Park tower, the tallest of its kind, became David Guetta’s DJ booth – illuminated by a display of light and motion. The pulsating beats amplified the energy of the high-speed sequences, laser precision and cutting-edge visuals.
“Beyond the aesthetic, Porsche also showcased the sheer performance of its electric vehicles. The campaign featured extreme dynamic driving stunts, making a statement that electrification and adrenaline can go hand in hand,” Peter said.
The Macan Turbo, which co-starred in the campaign production, showcased a maximum torque of 1,130 Nm, demonstrating its sporty performance by accelerating from zero to 100 km/h in 3.3 seconds with a top speed of 260 kmph.
“At DEWA, we are pleased to support initiatives that reflect Dubai’s unwavering commitment to sustainability, innovation, and clean energy,” said His Excellency Saeed Mohammed Al Tayer, Managing Director and Chief Executive Officer of DEWA.
“The Mohammed bin Rashid Al Maktoum Solar Park is a global landmark for renewable energy, and hosting this extraordinary collaboration with Porsche, David Guetta, and the Department of Economy and Tourism (DET) underscores the limitless potential of clean energy in shaping the future,” Al Tayer added.
In addition to the main film, three behind the scenes episodes were shot to provide more information about this futuristic location and its cutting-edge technology, the collaboration with David Guetta and the techniques used to bring this film to life.
Dr. Manfred Bräunl, Chief Executive Officer, Porsche Middle East and Africa FZE, said, “Dubai is a city that never stops surprising. The solar park is an incredible location, and not many people know about it. That’s when we thought, it’s perfect for Porsche as it aligns with our clear path towards sustainability.”
Rollout of the Porsche integrated campaign
The fully integrated global campaign was orchestrated across all international Porsche channels, as well as across DET and DEWA platforms, for amplified reach.
The campaign had a comprehensive digital-first approach, with a homepage takeover, immersive social media engagement, and even David Guetta-themed car configurations for the Macan and Taycan.
“The execution was designed to deliver impact at every level, from the hero awareness film all the way down to point-of-sale engagement. Every touchpoint was strategically aligned to immerse audiences in the campaign, leaving no stone unturned to create a cohesive and memorable experience,” Peter said.
Keko was the creative agency in Dubai leading the campaign, while Munich-based company Hochkant managed the production.
The film was directed by Kit Lynch-Robinson, who brought his expertise in high-energy automotive storytelling to Dubai, and was captured through the lens of cinematographer MacGregor, known for his breathtaking work on Fall and Kandahar.
“Their ability to push creative limits is evident in every single frame of the campaign, and the result is a masterpiece we are tremendously proud of,” Peter added.
The campaign officially launched on 24 March and will run through mid-April, with further amplifications through additional media outlets extending until mid-year.
“Given the scale of the production and its global appeal, we expect to see continued engagement beyond the initial campaign period, keeping Porsche’s electrification story alive in customers’ minds,” Peter added.
He concluded, “We are measuring success through a combination of reach, views, homepage visits and Porsche vehicle configurations, which give us direct insights into customer engagement. Additionally, we are tracking social listening and sentiment analysis to gauge how the campaign is resonating with audiences worldwide. More than just numbers, what matters is the conversation – how people are reacting to Porsche’s journey, and how this campaign is shaping perceptions.”
CREDITS:
Client: Porsche
Creative agency: Keko
Production company: Hochkant
Director: Kit Lynch-Robinson
Cinematographer: MacGregor
