PORSCHE × HUMAN GENERATED — Cinematic Automotive Art Direction
PORSCHE × HUMAN GENERATED is a personal art direction project exploring a darker, more cinematic approach to automotive imagery.
The concept was built around a simple idea: creating a visual campaign where the car is treated as a design object, using controlled lighting, monumental architecture and editorial framing to emphasize its lines, materials and presence.
The 3D work focused on scene setup, shading, lighting, rendering and composition in Blender, followed by graphic direction and layout in Affinity.
Rather than relying on complex environments, the scene was intentionally kept minimal. Large architectural surfaces, narrow razor lights, deep shadows and subtle reflections were used to shape the bodywork and create a consistent visual language across different angles and formats.
The graphic system extends this approach through restrained typography, warm metallic tones and the recurring Human Generated identity.
The project also includes clay renders to show the underlying scene composition, camera work and lighting setup before the final material and graphic treatment.
Unofficial conceptual project. Not affiliated with or endorsed by Porsche.
The main campaign visual.
A minimal architectural environment, controlled reflections and a strong side profile establish the visual language of the project.
A more editorial interpretation of the campaign built around negative space, asymmetrical framing and a tightly controlled rear light signature.
A tighter front composition focused on the relationship between the headlight, bodywork and oversized Porsche crest.
The car is revealed progressively through reflections rather than direct illumination, creating a more graphic and cinematic image.
Clay render of the main environment showing the underlying composition before materials and final lighting treatment.
Camera and composition study for the rear campaign visual.
The aggressive crop was used intentionally to move away from a traditional automotive packshot and create a more editorial image.
Clay render showing the front camera placement and relationship between the vehicle, platform and oversized Porsche emblem.