the drive defines her series
automotive
Assigned by Porsche Cars Canada, our exciting task was to meticulously develop the "Drive Defines Her" series. We put a spotlight on influential Canadian women entrepreneurs and leaders nationwide, appreciating their tenacity. The series aimed to highlight their resilience and achievements amidst a male-dominated society, subtly yet effectively weaving Porsche's presence through each episode. The project's main goal was to engage the female demographic, offering vivid, inspiring narratives of empowerment to our viewers.
production team
Agency — Steak+Sizzle
Producer/Director — Bonar K. Bulger
Director of Photography — Chris Monteiro
Editor/Sound Design — Justin Dhama
Photographer — Bonar K. Bulger
Photographer — Lucas Scarphonethe Brief
Approached by Porsche Cars Canada, our task was to devise a content strategy targeted at engaging the female demographic. The ask was not about putting Porsche at the forefront, but rather, to subtly integrate it into a larger narrative that resonated with this specific audience. Our objective was to capture the spirit of Canadian female entrepreneurs and thought-leaders, highlighting their journeys of overcoming adversity within a male-dominated arena.
Porsche Canada sought a unique approach to telling these compelling narratives from across the country, one that spotlighted the spirit of resilience and achievement. Our challenge was to deliver an authentic series that did not focus heavily on promoting Porsche, but instead, used it as a unique thread woven subtly through the tapestry of these awe-inspiring stories.
The ultimate deliverable was the "Drive to Find" series. However, Porsche's broader vision was about more than creating a series of films. It was about fostering a strong connection with the female demographic, celebrating their achievements, and driving aspirational dialogues amongst viewers. This multifaceted brief required a thoughtful balance between showcasing the power of Porsche's brand and honouring the women whose stories composed the fabric of the series.
the SOLUTION
Our multifaceted approach for the "Drive Defines Her" series extended beyond filming, encompassing various distribution elements. Working within a constrained budget, we deployed small, agile teams capable of capturing each episode's essence in just a few days. A significant amount of pre-production ensured that the featured women felt comfortable and at ease, facilitating authentic dialogues.
Working closely with Porsche Cars Canada, we delicately incorporated their brand into the narrative by providing vehicles for the women to drive as a part of their stories. Our production spanned several locations, including Quebec and California, where one of the Canadian entrepreneurs we were profiling happened to be situated at the time giving us a unique opportunity to capture her story there.
Beyond filming, we worked alongside Porsche Cars Canada to develop a dedicated landing page, exploiting our photography and architecting a social media plan to highlight and elevate the series.
The intrinsic enjoyment derived from this project lay in its multifaceted nature, involving filming, website development, and a potent distribution strategy. Our methodical approach to both content and distribution established an impactful series, excellently demonstrating the art of storytelling interwoven with successful content promotion.
Marie Saint-pierre.
Marie Saint-Pierre is a revered fashion designer from Quebec, renowned for transforming the Canadian fashion landscape with her innovative and distinctive designs. She embodies a journey characterized by resilience, creativity, and unyielding dedication to her craft. In our "Drive Defines Her" series, we captured Marie's genuineness and passion, revealing her story in both French and English to reflect her rich Quebecois heritage and influence.
Hyla NAYERI.
Hyla Nayeri, a resourceful entrepreneur who co-founded luxury swimwear brand 437 at just 21. Recognizing the lack of body-inclusive swimwear, Hyla and her best friend seized the opportunity to empower and uplift women through their designs, transforming the swimwear industry with confidence and style.
VIVIAN KAY.
Vivian Kay is the spirited founder and CEO of KinkyCurlyYaki, a company specializing in natural hair extensions for Black women. Vivian, an entrepreneur, business coach, and public speaker, prefers being seen as a “possibility model” rather than a role model. Against the odds of a challenging journey, she found her true calling, transforming not only her life but also the lives of countless others through her innovative venture
regina chan.
Regina Chan, the pioneering founder of AutoNerve Media Inc., Canada's premier Chinese-language female-led Automotive Media platform. Notably, Regina was among the founding members of Women’s World Car of the Year and the inaugural Asian judge on their panel. Living by her motto, “If you can’t be the only one, try to be the first one,” she blazes trails and sets the pace in the automotive media landscape.