Autosalone Zanarini Cerri

Anyone looking for a used or nearly new car usually finds websites that look like classified ad boards, with a grid of photos, a big price and a contact form.

You cannot tell where the car comes from, which checks it has passed, what the warranty covers or how your trade-in will be valued. So trust, the real reason to pick one dealer over another, still has to be won over the phone.

I imagined Autosalone Zanarini Cerri as a showroom where every car comes with its file laid open, before you see the price.

At the top the green crossover waits in the bright showroom. As you scroll, a cinematic scene follows you, made from a generated video split into frames. The camera glides towards the door, the door opens, you settle into the driver's seat and through the windscreen the showroom becomes a road at sunset, where you land on the invitation to a test drive. Then come the car file with its checks, the cars, the four steps to the keys, aftercare and the questions, right up to booking. I chose pine green with champagne details on ivory and dark backgrounds, and heavy, crisp headlines with the key words highlighted in green.