Its execution was highly complicated and seemingly illegal because of significant city “red tape.” We negotiated with officials to physically alter otherwise off-limits property, like sidewalks and streets, and replicate and replace sensitive materials like parking meters and light posts. In New York, the cars gave off heat and steam, giving the illusion that they were literally burning. In LA, walls of posters appeared to be charred by the “hot” Maximas.

The stunt delivered above and beyond the necessary buzz to support the Maxima re-launch. Aside from thousands of spectators in both cities, the scene was featured on “Dateline”, and in Automotive News, New York Magazine, Advertising Age and Creativity.