Fiat was keen on establishing a marketing presence around Miami during Super Bowl LIV weekend, so they engaged the creative services of The Directors Bureau Special Projects.
Our innovative concept, called “La Zona Italiana,” involved putting a dozen or so Alfa Romeo on display: in city parking spaces, at valet areas in front of key hotels, outside nightclubs, etc. These installations/live art experiences were designed to be stumbled upon unexpectedly on the busy streets of Miami.
Everything within a precise 10 meter radius of each car was to be physically transformed into an idealized Italian scenario, like a movie come to life with props, performers, and set pieces: the pavement turned cobblestone, street signs and parking meters in Italian, movie posters with Monica Bellucci-esque women posted on the walls and so on.
