A Porsche sedan? Heresy. So for its launch, my partner Matt Spett and I came up with an idea that the Panamera was just another branch on the family tree. A true Porsche. It spun off into an original Independent Film Channel documentary, making-of content we put up on YouTube that was like crack for loyalists, a UGC-driven site that's sadly no longer live, content partnerships, even a coffee table book. It was the most successful Porsche launch ever. You might say it was a big idea.