CARmela: The Female Car – Awareness Campaign for Midas
Modelling & Animation
2024
As part of the #EllasConducen initiative, Midas launched a campaign to highlight gender biases and stereotypes in driving. To spark discussion, they introduced CARmela, the car designed for women according to societal perceptions, based on a study that revealed common prejudices about what a “female car” should be.In collaboration with the creative agency, we developed the 3D model of CARmela, giving it a hyper-realistic look for media and advertising. The design incorporated elements drawn from the survey results, including reinforced bumpers, oversized mirrors, an extra-large glove compartment, and a soft-toned color palette, all of which were rooted in societal stereotypes.
The campaign quickly went viral, generating massive debate across social media and news outlets. While initially provocative, its purpose was to expose the ingrained biases against female drivers and challenge the misconceptions that continue to persist.
The result was a powerful and thought-provoking campaign, using creativity and technology to bring attention to a real issue and advocate for a shift in societal perceptions of women behind the wheel.
CARmela: The Female Car – Awareness Campaign for Midas
Modelling & Animation
2024
As part of the #EllasConducen initiative, Midas launched a campaign to highlight gender biases and stereotypes in driving. To spark discussion, they introduced CARmela, the car designed for women according to societal perceptions, based on a study that revealed common prejudices about what a “female car” should be.In collaboration with the creative agency, we developed the 3D model of CARmela, giving it a hyper-realistic look for media and advertising. The design incorporated elements drawn from the survey results, including reinforced bumpers, oversized mirrors, an extra-large glove compartment, and a soft-toned color palette, all of which were rooted in societal stereotypes.
The campaign quickly went viral, generating massive debate across social media and news outlets. While initially provocative, its purpose was to expose the ingrained biases against female drivers and challenge the misconceptions that continue to persist.
The result was a powerful and thought-provoking campaign, using creativity and technology to bring attention to a real issue and advocate for a shift in societal perceptions of women behind the wheel.
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