In 2025, Juddy Roller partnered with Porsche Centre Melbourne to deliver two standout art car activations—blending the precision of automotive engineering with the bold expression of contemporary street art. Juddy Roller provided full-service project delivery, overseeing every stage. This included the curation and management of internationally renowned artists Lauren YS and DREZ, creative direction tailored to both vehicles and brand objectives, and the complete production of two live painting activations—one in-centre at Porsche Melbourne, the other integrated into the 2025 Wall to Wall Festival, viewed by over 15,000 attendees. To maximise ongoing value, Juddy Roller delivered a full suite of high-quality content assets, including photography, video production, and social media edits, generating sustained engagement well beyond the events themselves.

The primary objective of these activations was to align Porsche’s renowned design ethos with the visual language of contemporary street art—creating a bold intersection of heritage and modern culture. The aim was not only to engage audiences through live, experiential moments but also to generate premium content for digital, social, and editorial use. Strategically positioned at the intersection of automotive innovation and creative culture, the project sought to elevate brand perception, broaden audience reach, and solidify Porsche’s presence within the cultural conversation. Each activation was designed as both a visual spectacle and a brand storytelling vehicle—embedding Porsche into the art and design communities that influence a new generation of aspirational consumers.

A key goal was to generate high-impact content for marketing and PR, which was achieved through wide media exposure including features in Hypewhip (audience 6.3M+) and Type 7, Porsche’s own global design publication. The activations also drove strong digital performance, with social media content reaching hundreds of thousands of views across owned channels. Ultimately, the projects reinforced Porsche’s positioning as a forward-thinking brand, blending heritage with innovation to engage a new generation of culturally connected audiences

Juddy Roller provided end-to-end project management and creative direction, curating Lauren YS and DREZ—to reimagine the vehicles through their distinctive visual languages. We handled the production process, from artist briefing and concept development to site logistics, safety planning, and live activation management. We facilitated full integration into the Wall to Wall Festival, ensuring the vehicle reveal aligned with broader cultural programming and audience engagement. In addition, we produced high-quality visual assets—including photography, video, and social content—designed to maximise post-activation reach and brand storytelling across digital channels.