Amazon Prime Video was preparing the global premiere of Spider-Noir, its eight-episode series starring Nicolas Cage as a 1930s New York private investigator, a moody, black-and-white noir reinvention of Spider-Man set on the streets of Depression-era Manhattan. Prime Video's challenge was to translate that distinctive, atmospheric tone into the real world, in the exact city where the story is set, and to build premiere-week excitement in a market flooded with entertainment advertising.

GOOD TRAFFIC created three fully-wrapped vintage checker taxis, each crowned with a custom 3D sculpture of the show's noir Spider-Man crouched on the roof mid-stakeout in fedora and trench coat, exactly as he appears in the series. The wraps carried the show's black-and-white, high-contrast noir styling down the length of each cab, so the whole vehicle read as one cinematic object rather than a car with an ad stuck on it.

Over several days in May 2026, timed to the premiere, each taxi was routed to a different target neighborhood per day, concentrating on the highest-traffic, most tourist-driven areas where crowds and cameras were guaranteed: Herald Square and Macy's, Chelsea and the Whitney, Union Square, SoHo, Lower Manhattan and the 9/11 Memorial, Chinatown, the Brooklyn Bridge and DUMBO, and Williamsburg. These recognizable streetscapes are backdrops that read most unmistakably as New York, and the vintage cab and its rooftop hero looked like they belonged on those exact streets.