Human Taxidermy (Slate Auto Launch)

Newcomer Slate Automotive set out to disrupt an industry that had completely lost the plot.

To launch its radically unique truck, Slate needed a radically unique launch campaign.

Cars have become something else, entirely: Overpriced, overcomplicated and stuffed with thousands of unnecessary parts. Parts that you, the average car buyer, don’t need but DO pay for—like mobile app key FOBs and touchscreen gear shifts.

Slate would change all that with its revolutionary Slate Truck—an EV stripped of everything unnecessary in a car to give control back to car buyers. Radical personalization. A base-model truck that can be turned into an SUV, can be wrapped in any design, can fit hundreds of accessories—all in your driveway.

This level of personal touch has never been seen in the auto industry. Which got us thinking…if this is the most personalizable vehicle on the market, it can meet any need. No matter how specific or eccentric.

We built it. You make it.

Five radically different versions of the same vehicle for five ridiculous businesses— like a therapist for your cat, a witch on demand, a ride-share that rocks crying babies to sleep, even a human taxidermy service.

These cars were parked on a busy street in LA for press, influencers and passersby to discover. Hidden in plain sight—a first in new-car-launch marketing. Each car featured a QR code linking to cryptic teaser websites, counting down to the official launch day.