The launch of the new Fit Twist was facing a challenge. How to position the model in a young and innovative way? The solution: the car was totally modified to work like a mixing board in a project named Drivemixer.
The experiment was led by N.A.S.A., a pair of music producers who used the Fit Twist as an instrument to play a new song, called Overdrive. The track was launched as a vinyl record and then used as promotional material.
The project’s website allowed users to create their own remixes of the song.