The film takes place in a dark set, like that of a theater, with buildings and streets represented by lines drawn on the floor. This technique represents the daily claustrophobic life of the main character, a guy that goes from home to work, and is always inside places with dim lighting. It is only after he enters his Fiat Idea, with a sky-dome, that he really feels free.

The interaction between media and message is expressed in the attitude of inviting/teasing the consumer to interact with the media, exploring Fiat Idea’s main feature, the Sky-Dome.

During January of 2006, 608 windows of 38 airplanes received our Fiat Idea’s adhesives. 10,800 flights were made during this month, and 1,100,000 people were directly impacted by this idea during the campaign. Passengers that weren’t close enough to interact with the windows, tried to see them from their seats.