Soul Hunger
A Collaboration Between Sidetracked and Porsche
Case Study: Porsche
Photos: Matt Pycroft | Coldhouse // John Summerton // Helio Antonio
Luis Pereira // Rachel Sarah
The Client
Porsche, an iconic automotive brand, has long been synonymous with performance, precision and innovation. As part of its push into sustainable mobility, Porsche sought to engage a new audience – outdoor adventurers – by showcasing the Taycan Cross Turismo, an all-electric sports car designed for exploration beyond the city streets.
The Brief
To create an authentic, visually compelling campaign that connected electric mobility with adventure. The campaign needed to feel natural, not a commercial sponsorship, and seamlessly integrate the Taycan Cross Turismo into an athlete’s journey.
At the heart of this campaign was Andrew Cotton, a world-renowned big-wave surfer. Living between Nazaré, Portugal, and Devon, Andrew embodied the required pursuit of passion. The campaign followed his journey to Portugal, where he sought out new, untamed waves – an adventure for himself, rather than competition or sponsorship commitments.
The Execution
Sidetracked developed a cross-platform content campaign that blended cinematic storytelling with immersive editorial. The campaign revolved around a five-minute short film, a feature-length article, and an extensive social media activation strategy. Sidetracked recruited Coldhouse as the production partner for the shoot.
The Visual Narrative
Everything in life boils down to physics. Waves are no exception. A single wave begins its journey with solar energy – sunlight heating Earth’s atmosphere, generating wind that transfers energy across the ocean. Thousands of miles away, that energy reaches the Portuguese coastline, where Nazaré’s deep underwater canyon accelerates it into the world’s most colossal waves.
Through a mix of cinematic footage, photography, and Andrew’s own reflections, the campaign captures the raw beauty and power of these waves. From aerial shots of perfect swell lines forming in the Atlantic to immersive POV perspectives of Andrew’s rides, the visuals highlight the scale, danger and thrill of surfing at the extreme edge.
Storytelling Approach
Andrew’s journey mirrors the waves he rides – unpredictable, powerful, and constantly evolving. The narrative follows his early days in North Devon, his transition from surfboard shaper to big-wave surfer, and his pioneering role in Nazaré’s rise as the global epicentre of big-wave surfing. Key moments, like his devastating wipeout in 2017 and his triumphant return, showcase his resilience and commitment to the sport.
Rather than just focusing on achievements, the story delves into his mindset: the internal battles, the balance between fear and ambition, and the thrill of the unknown. This human perspective makes the campaign relatable, showing that passion and persistence can carry us through life’s biggest challenges.
The Results
Organic Performance
The campaign significantly outperformed initial targets, reaching a far wider audience than expected. Engagement levels were particularly strong, with a high volume of video views and article reads surpassing expectations.
Media Amplification
The paid activation further amplified the campaign’s success, generating millions of impressions and strong engagement levels, well exceeding benchmarks. Video views performed particularly well, drawing sustained interest from the adventure and outdoor community.
Print & Newsletter Impact
The campaign extended beyond digital platforms, featuring prominently in Sidetracked’s print edition and newsletters, reaching a dedicated audience of adventure enthusiasts. The open rate and engagement levels reflected a strong connection with the story.
Conclusion
Through a carefully curated editorial and visual strategy, Sidetracked and Porsche successfully shifted brand perception within the outdoor industry. Soul Hunger resonated deeply with adventure enthusiasts, proving that the intersection of performance, sustainability, and exploration is more than just a marketing strategy – it’s a story worth telling.
View the feature story for the project here: sidetracked.com/soul-hunger/
View the Behind the Scenes feature here: sidetracked.com/fieldjournal/making-waves/
Print magazines are at the heart of Sidetracked. Outside of our tri-annual magazine, we take on a limited number of bespoke projects. If you would like to see your brand story in print – from single-page cards, supplements, and books to bespoke magazines involving editorial, design, and print management, please get in touch and we can make it happen.