The 2023 annual report of renowned luxury car manufacturer, Porsche, relies on video to do much of the heavy lifting in its report. Given what it sells, this is no surprise. However, the length of the video is what is of interest here.
Rather than presenting a cohesive narrative of any length, Porsche shows the reader quickly cut fragments of video—almost like a trailer for a trailer.
The key video is the one that opens the report, sitting right on top of the page and filling its width. It offers a rapid view of Porsche’s history (skipping over its Nazi heritage, naturally).
The 2023 report is based on a single, limited-scroll opening page. Each section is linked to an image in a 3-column grid. It feels like Porsche’s instagram feed. Most sections continue the use of fragmentary video; sometimes at the top of each subpage, sometimes elsewhere in the text. There is always a sense of movement in this report.
Use of static imagery leans toward highly post-processed photographs, often moodily lit, with rich shadows. Each subpage offers one or more downloadable, high-res Jpegs of key images. Many would make for handsome screen wallpapers. The report also makes use of lightly interactive graphs and the section on sustainability is the only page that links to further subpages. A statement perhaps?
The text in each subpage is presented cleanly, with minimal typographic flourishes. This has the effect of directing and redirecting the eye to the images and video. It’s very effective. The images, after all, are of Porsches.
Back
