Used cars get more stylish

Autotrader used a scanner and projector to create cars out of any colour imaginable.

One thing vehicle selling site Autotrader has always emphasized in its marketing is how, with thousands of listings, you’re able to search for and find the car that has the exact details you’re looking for. Recently, it found a seriously cool looking way to bring the idea to life in the streets.

Working with L.A.-based agency Zambezi, Autotrader parked a plain, white SUV on the streets of Miami. At a small terminal on the sidewalk, passersby could scan any piece of clothing or accessory they happened to have on them. The terminal would identify the colour and project the hue onto the car, showing that whatever kind of car they want to drive, Autotrader will help you find it.

What’s particularly cool about watching this is that the projection mapping technology the agency used doesn’t just slap the colour onto the vehicle. It shows the colours flying out from the terminal – as waves or bubbles or geometric lines – and engulfing the car.


Brand: 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