ARCHIVEPorsche Enlists Dua Lipa to Launch the All-Electric Macan Worldwide
Porsche's 'The all-electric Macan' is a 2025 worldwide film campaign created by Grabarz & Partner in which Grammy-associated artist Dua Lipa serves simultaneously as star, writer, and co-director, imagining a series of increasingly extravagant scenarios for the electric Macan that escalate from urban driving into surreal, cinematic excess.
Published in June 2025 and distributed across multinational worldwide markets, the campaign represents a meaningful shift in how legacy automotive brands approach celebrity partnership. Rather than casting Dua Lipa as a face or voice, Porsche and Grabarz & Partner extended genuine creative authorship to her, positioning the electric Macan not merely as a product to be endorsed but as a canvas for unconstrained imagination. The film was developed from an experience at the Porsche Experience Center in Los Angeles and subsequently filmed on a soundstage in Mexico City, according to Newsroom Porsche.
The campaign carries a Clapboard Score of 73 out of 100. That figure reflects the film's considerable craft ambition and the structural novelty of its creative arrangement, balanced against the inherent risk of a format that asks a single personality to carry both the emotional and narrative weight of a global automotive launch. The electric Macan occupies a pivotal position within Porsche's expanding electrification strategy, and this film serves as its most prominent piece of brand storytelling to date in 2025. Grabarz & Partner, operating as part of Porsche's established creative alliance, shaped a brief that gave the campaign its unusually permissive creative latitude, a fact Dua Lipa herself confirmed publicly in June 2025.
Porsche selected Dua Lipa not as a passive ambassador but as a collaborating author. The distinction carries strategic weight. In a worldwide automotive landscape where celebrity-fronted campaigns have become routine, granting a performer creative control over concept, script, and direction signals a different kind of brand confidence — one that subordinates product-centric messaging to the credibility of the collaborator's artistic voice.
The global luxury car market is a growing and competitive space. According to gminsights.com, BMW Group holds an estimated 20.9% market share in the premium and luxury vehicle segment, while Mercedes-Benz holds an estimated 18.2%, per gminsights.com. Porsche operates within this competitive field as a brand whose identity depends less on volume than on perceived desirability and cultural currency. The electric Macan, as Porsche's all-electric SUV entry, competes directly against premium electric offerings from both BMW and Mercedes-Benz, making the tone and cultural placement of its launch film consequential beyond a single media buy.
Across multinational worldwide markets, battery-electric vehicles in the luxury segment are forecast to grow at an 8.79% compound annual growth rate, according to gminsights.com. That trajectory makes the electric Macan's positioning as an aspirational, culturally resonant object — rather than a technology demonstration — a defensible strategic choice. Grabarz & Partner's decision to anchor the campaign in a filmmaker's imagination, rather than in range statistics or charging infrastructure, reflects an understanding that luxury electric adoption is as much an identity decision as a rational one. Asia-Pacific accounts for a substantial share of global luxury car value in 2025, per Fortune Business Insights, reinforcing the logic of a campaign designed for worldwide reach rather than a single domestic market.
Clément Durou of the production collective We Are From LA co-directed the film alongside Dua Lipa, with production handled by Iconoclast. The director of photography was Arnaud Portier, whose work shaped the visual register of the piece. Together they constructed a film that moves through escalating set pieces — urban driving sequences, racing scenarios, and what Dua Lipa described as imagery that was 'quite literally out of this world' — using the soundstage environment in Mexico City to manufacture geographies that no practical location could provide, as documented by clapboard.com.
The creative process, as Dua Lipa recounted in a statement published June 3, 2025, was deliberately expansive. 'Working on the electric Macan film was so much fun,' she said. 'Nothing was too far-fetched or off the table, so they really let me run wild with it. From dreaming up these concepts that were quite literally out of this world, to seeing them evolve and be brought to life was such a thrill.' That level of reported creative freedom is unusual in automotive advertising at any tier, and the film's visual ambition reflects it.
The campaign's nomination at the 2025 Webby Awards in the category of Best Original Music or Music Supervision, as recorded by Winners Webbyawards, points to a production where music was treated as structural rather than atmospheric. Dua Lipa's dual role as performer and co-director meant that the relationship between image and sound was shaped by someone who understood both disciplines from the inside. Grabarz & Partner's creative alliance with Porsche, as noted by grabarzundpartner.de, provided the institutional framework within which that creative risk could be managed at a worldwide production scale.
ARCHIVENo verified third-party performance data — including media reach figures, view counts, or brand lift metrics — for 'The all-electric Macan' campaign is publicly available at the time of writing. What the public record does confirm is a pattern of industry recognition that speaks to the work's craft credibility across multiple judging bodies.
The campaign won Silver at the Clio Music 2025 awards in the category of Use of Music in Advertising, specifically for Music in Film and Video Advertising Craft in the Casting and Performance subcategory, according to The Clio Awards. At the ADC Germany 2025 awards, the campaign received two Bronze recognitions: one for Concept in Brand Communications under Film Media for a TV spot over 30 seconds, and one for Craft in Audio for Artist and Brand Partnership in Video, both per adc.de. The 2025 Webby Awards nomination for Best Original Music or Music Supervision adds a third institutional validation, as recorded by winners.webbyawards.com.
Structurally, the film's effectiveness rests on a relatively rare creative arrangement. By positioning Dua Lipa as a genuine authorial voice rather than a hired face, Grabarz & Partner and Porsche produced a campaign whose press narrative — artist given real control — does as much communicative work as the film itself. In the multinational worldwide context of a luxury electric vehicle launch, where earned media and cultural conversation compound paid distribution, that structural choice amplifies reach in ways that a conventional celebrity endorsement rarely achieves. The Clapboard Score of 73 out of 100 reflects this balance: genuine craft ambition and a structurally smart creative premise, weighted against the concentration of creative risk in a single performance-led format deployed across diverse worldwide markets.
Porsche's 'The all-electric Macan' is a 2025 worldwide film campaign created by Grabarz & Partner. Dua Lipa stars in, wrote, and co-directed the film alongside Clément Durou of We Are From LA, imagining escalating and surreal scenarios for the electric Macan, with production handled by Iconoclast on a soundstage in Mexico City.
Dua Lipa served as star, writer, and co-director on the Porsche electric Macan film. This made her creative contribution substantially broader than a standard celebrity endorsement. She described the process as one where nothing was off the table, allowing her to pursue ideas she characterised as literally out of this world, in a statement published June 3, 2025.
Clément Durou of the collective We Are From LA co-directed the film with Dua Lipa. Production was carried out by Iconoclast, with Arnaud Portier serving as director of photography. The film was shot on a soundstage in Mexico City after initial creative development connected to the Porsche Experience Center in Los Angeles.
The campaign won Silver at Clio Music 2025 for Casting and Performance in film advertising, according to clios.com. It also received two Bronze awards at ADC Germany 2025 — one for brand film concept and one for artist and brand partnership in audio craft — per adc.de. A Webby Awards nomination for Best Original Music or Music Supervision was also recorded.
Grabarz & Partner created the campaign. The Hamburg-based agency maintains an ongoing creative alliance with Porsche, as noted by grabarzundpartner.de. That relationship provided the structural framework within which the unusually permissive creative arrangement with Dua Lipa — granting her writing and co-directing credits — was developed and produced at a worldwide scale.
The film was released in June 2025 across multinational worldwide markets. Creative development was connected to the Porsche Experience Center in Los Angeles, and principal photography took place on a soundstage in Mexico City, according to newsroom.porsche.com. The campaign was submitted and documented as a worldwide film in the automotive category.
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