SHOW YOUR TRUE NATURE
DS 3 BLACK LIZARD LIMITED EDITION
INTEGRATED CAMPAGNE

To highlight the uniqueness of the vehicle and its USPs, the idea is to represent DS 3 BLACK LIZARD in the same way as a scientific sketch. The car would be placed in a showroom, like those that can be found in a museum, like the Museum dʼhistoire naturelle.


By creating an animation overlapping the actual image of the car, the viewer will be able to progressively see DS 3 BLACK LIZARD turn into an animal. All this will be possible thanks to “Overlap reality experience” developed by French company « Skyboy ».




Synopsis
The scene takes place in a vast museum gallery, resembling a Natural History Museum. We are in the shoes of a guard. The room is surrounded by multiple balconies with wooden beams, and the floor is made of parquet. The ambient lighting is dimmed.
A heavy silence fills the air, with only the sound of his footsteps echoing as he walks on the first floor. The beam of his flashlight sweeps across the room, illuminating the displayed animals and skeletons. Suddenly, the beam returns to the center of the room and stops on the car—in lizard skin.
The DS / Lizard feels observed, and the car suddenly starts, speeding through the space between the exhibits, sculptures, stuffed animals, and skeletons. During its run, we see the car silently and gradually transform into a lizard (in scientific illustration style), with all the parts of the car assembling themselves over time. A chase ensues, accompanied by electronic music for an underground vibe (ex : “Gosh” by Jamie xx), with graphics layered on top of the car.
The pursuit continues, devoid of light, until the car finally disappears.
Agency: Marcel
Head of social media: Loris Bernardini
Art director: Sabine Cordier
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