Based on our admittedly limited knowledge, Miami is a bit like Cannes with a less lily-white cast and rum/vodka in place of rosé. But everything in both cities is very fashionable.
To that point, online car seller Autotrader, which dropped Doner after 16 years last fall and now resides with L.A.’s Zambezi, recently staged an installation and interactive event in Miami that was all about style. By that we mean personal style, as in “What sort of color would you like your next car to be??”
This project guessed at the answer, using “color detection paired with 3D projection mapping technology” to match the tint of a given car to that of clothing worn by passersby. As one participant put it, “Yo, banana!”
In order to promote the event, the company brought in some social media influencers including — yes — “Remix the Dog.”
He looks happy because he can’t see his own outfit.
A few human fashion plates also showed up to share.
According to the release, this effort was aimed at all those young people who see cars as fashion accessories, or “a means to tell the world who they are.”
Zambezi ECD Josh DiMarcantonio reminded us that Autotrader isn’t like your average used car salesman: “To us, Autotrader isn’t just a car shopping brand. It’s a technology brand. And nowhere is that more evident than in the technology Autotrader uses to match consumers with their perfect car.”
The client’s senior director of consumer marketing Scott Thomas said, “Autotrader enables people find their perfect car match, and we wanted to emphasize that you don’t have to search for a car in an expected way. You can use your own life and sense of style as a filter for what you want and need in a car, and Autotrader will help you get there.”
The next question, obviously: when is Grand Theft Auto 6 coming out?
Credits
Client: Autotrader
Agency: Zambezi
Founder, Chief Executive Officer: Chris Raih
Partner, Executive Creative Director: Josh DiMarcantonio
Associate Creative Director: Ben George
Associate Creative Director: Nick Rodgers
Senior Art Director: Max Pollak
Senior Copywriter: Brian Hallisey
Partner, Head of Content: Alex Cohn
Partner, Executive Director of Technology: Justice Erolin
Sr. Digital Producer: Ziv Sibony
Producer: Katrina Nahikian
Partner, Managing Director: Pete Brown
Account Director: Matt Kline
Account Supervisor: Lauren Bondell
Account Executive: Tori Tessalone
Project Manager: Courtney Szews
Chief Strategy Officer: Kristina Jenkins
Group Strategy Director: Ryan Richards
Strategist: Keely Galgano
Production Company: Unit 9
Director: Andrew Gage
Creative Partner: Michelle Craig
Creative Director: Sean Pruen
Director of Photography: Bart Tau
Executive Producer: Luca DeLaurentiis
Producer: Vianney Comot
Production Manager: Andrew Nathanson
Editorial: Blink Studios
Editor: Paul Oh
Assistant Editors: Sasha Perry