Tilt-shift photography has been growing more and more in popularity in recent years with the advent of post-production filters that allows the effect to be easily emulated. In the late 2000s, videographers began experimenting with this aesthetic, which makes real life landscapes appear to be composed of miniature maquettes. The trend caught on with Vimeo artists like Sam O'Hare, creator of The Sandpit. It wasn’t long before advertisers took a liking to this effect, which lends itself well to commercials involving cars since it creates the enchanting illusion of making them look like Hot Wheels toys. Allstate was one of the first to take note of the growing buzz when they released their own commercial with the tilt-shift effect in 2010. Meanwhile, this Italian ad for the KM Sicuri model was released overseas on the same year.