Dissident’s Matthew Shattuck was responsible for the creative direction to imagine how a brand film could be transitioned into a three dimensional space that not only paid homage to the source material but extended its meaning into an entirely new experience.

Using arcade video games and racing cars as the inspiration, Shattuck designed and produced a site-specific installation that was installed in an empty car park under the High Line in the Chelsea Gallery District. Using specialized rear projection 3M film, the windows of two crashed 1979 Chevrolet Monte Carlos’ featured the film against a staged grid of florescent lights while the sound emanated from under the cars. The installation was free and open to the public 24 hours a day for seven days.

The spring/summer campaign film starred model and Goodwill ambassadress Liya Kebede and was directed by James Lima.