Interactive Feed set out to prove that a fully rendered interactive could run inside an advertisement in a feed, on a phone nobody had modified, with nothing to install and no reason to leave the feed. A person scrolling could stop on the advertisement, take hold of the car and drive it.
The creative was photoreal throughout: a car crossing the salt flats, and another on a road through Italy, both lit and shaded to the standard of a product photograph.
The salt flats scene went on to carry other vehicles, among them Bonneville.