ATTIK’s Breaking Scion Brand Styles Audiovisual Alchemy…
Global creative agency ATTIK today detailed the new cinema and broadcast elements of its latest campaign deliverables for Scion. The three :30 spots entitled ‘xA Shadow,’ ‘xB Swarm’ and ‘tC Shark’ are set to debut in national broadcast venues today, and a :60 version that combines ‘Shadow’ and ‘Swarm’ debuted in theaters across the U.S. on May 26. Each spot was directed by Simon Needham, ATTIK co-founder and group creative director.
‘These spots are an innovative, clever, and distinctive way to illustrate the idea of personalization through accessorization, and that inspiration can come from anywhere,’ explained Deborah Senior, Scion’s national marketing and communications manager.
‘These new spots were inspired by our passionate owners, added Mark Templin, Scion vice president. ‘They find inspiration for personalization in the most amazing places. We wanted to celebrate their imagination and creativity.”
Creatively illustrating the notion of ‘inspiration from anywhere,’ each spot begins with a live-action version of one of Scion models in a modern city, which is then transformed into a colorful, animated urban environment in which each vehicle customizes itself using elements from its surroundings. Each spot action then transforms back to reality, presenting a tricked-out version of each vehicle.
Bringing each spot to life was an amazingly intricate process in itself. Needham and his team, including creative director Wayne Hanson, design director Stan Zienka, copywriter Ariel Lustig and senior producer Michele Morris, began by creating detailed scripts, storyboards and an artful plan to make each spot shine. After an extensive global search to find the right location, Needham and his crew traveled to Bangkok to film the live-action for each spot, which was photographed with director of photography Daniel Ardilley, who has worked with Needham on several Scion spots in the past.
Cutting-edge animation, a staple of Scion award-winning broadcast elements, once again took a leading role in these new spots. ‘Each Scion model has its own personality,’ Needham said, ‘so for each of these spots, we sought out a unique animation company to add a distinct look to the respective design elements. Working with the teams at Blind for Shark, Shilo for Shadow and Stardust Studios for Swarm, we provided a lot of guidance up front, and from there, each company gave solid input on creative direction and contributed greatly to the aesthetics of each finished spot.’
Santa Monica-based animation and visual effects company Hydraulx, famous for its effects work on recent blockbuster films including “Terminator 3,” “The Day After Tomorrow,” “Fantastic Four,” “Poseidon” and “X-Men: The Last Stand,” handled extensive 2D and 3D effects on each spot. Also, for the end-shot of each tricked-out Scion, Needham envisioned the use of CGI vehicles, and knew that the addition of environmental reflections was the key to making each animated vehicle look real. Specifically to support this project, Hydraulx purchased a High Dynamic Range Imaging (HDRI) camera system to capture 360-degree, high-resolution photos of each location, which were then used in the final renders of the CGI Scion models at the end of each spot.
Along with Templin and Senior, Scion team also includes corporate manager Steve Haag and advertising/media manager Andrea Lim. ATTIK Scion account director is Charlie Adams, and Joseph Segrove served as assistant producer. Additional credits for live-action production company Hazel Films include executive producer Jamee Natella and line producer Jordon Winter. The music for each spot was composed by artists at bicoastal Face the Music. Full project credits are available upon request.
ATTIK (www.attik.com) is a global creative agency committed to designing extraordinary creative experiences that inspire consumers through compelling communications. ATTIK strategic planning, design, advertising, production, client service and young-adult research expertise have driven success across an array of consumer product and service categories. ATTIK articulates corporate brand strategy, designs creative solutions for advertising, below-the-line and online media, ensuring target audiences are vitally connected to every facet of its clients’s brands. For inquiries in the eastern U.S., please call William Travis at 212-334-6401. In the western U.S., please contact Rachel Newell at 415-989-6401, and in Europe, please call James Sommerville at +44 (0) 113 2021530.
Scion, from Toyota Motor Sales (TMS), U.S.A., Inc., was developed with a new generation of youthful buyers in mind. Scion mission is to provide distinctive products, the opportunity to personalize, and an innovative, consumer-driven process at the retail level. The Scion brand features three ground-breaking models. The xA is a taut subcompact five-door, featuring an athletic stance with sculpted wheel arches. The xB, an urban utility vehicle with an iconic shape, combines remarkable interior space with aggressive style. And the tC sports coupe surprises the buyer with the convenience of a hatchback and the luxury of a standard all-glass panorama moonroof, complementing the usual wide array of features on all Scions. For more information, visit www.scion.com.