For all of fashion week's exclusivity, there is one all-access way to catch a peek at Cynthia Rowley's Spring 2010 collection: Catch a cab.

"Hide and Seek" is a 60-second film currently playing in 5,500 New York City taxi screens roughly every 15 minutes. It is estimated to reach over 2.5 million passengers via the NY10-Taxi Entertainment network. "We felt like taxis were this overlooked medium," says Rowley, who debuted the short the day before her Sept. 11 runway show of the collection. "We thought it was this great place where we could do something artistic."

The film, produced in collaboration with Andy Spade and Red Bucket Films follows up Rowley's February mini-film, "Cynthia Rowley Presents A Musical Chairs."

As in her "Musical Chairs," Rowley chose to make the film feel more like a narrative piece rather than a straight-forward ad. "People don't want to be bombarded with advertising, so this is different," the designer says. "It's really just like watching a mini-movie that tells the story of hide and seek."

In "Hide and Seek," a little girl counts down from 60 as a pack of models climb trees, hide under rocks and tiptoe into the trees in Central Park. But there was a catch: The models were shot wearing the same outfits that were worn in the runway show a week later. "So we're in Central Park and the girls are climbing a tree and falling into a flower bed in our one-of-a-kind sample," Rowley says with a laugh. "And I'm like, can we put some plastic down before she sits here?"

The film will play in cabs until Thursday, Sept. 17 at midnight. (It's also playing on CynthiaRowley.com)