Shilo Re-Teams with ATTIK for Scion’s xD “Explosion”
Over the past several years, creative trendleaders representing automotive enthusiasts, designers, cool hunters, passionistas, influencers and other progressive individuals worldwide have responded with great enthusiasm to the combined efforts of global creative agency ATTIK with the filmmakers from creative production company Shilo.
Beginning earlier this month, there is something new for these and other fans of this brand of stunning audiovisual excitement, with the debut of the Scion xD “Explosion” :30 TV spot, which along with the Scion Brand Manifesto campaign ad for the Scion tC was directed by ATTIK’s co-founder and creative director Simon Needham in conjunction with Shilo.
For the official Brand Manifesto campaign launch, along with this new :30 TV spot, ATTIK’s integrated scheme also recently introduced new creative elements online, in print, and in out-of-home media, with additional TV and print executions set to roll out over the weeks ahead.
“With this Brand Manifesto campaign, we’ve found some fun and exciting ways to invite even more trendleading, creative individuals to participate in the brand’s unique philosophy of ‘vehicle as self-expression,'” Needham began. “For the new TV spots, our creative focused on finding dynamic ways to convey each vehicle’s personality, and connecting those with individuality. Shilo really impressed us with their past work on ‘Fable’ and numerous other great Scion films; they really get into the personality of their creations, and that spirit transfers to the screen.”
Under the creative direction of Shilo co-founder and creative director Jose Gomez and associate creative director Evan Dennis, Shilo’s team worked with ATTIK’s in-depth campaign positioning information, a detailed script, and moodboards conveying each vehicle’s manifestos with suggestions on photographic and graphical styles, colors, textures, and typography.
“ATTIK’s brief for this project was pretty interesting, in that each car has an animation technique associated with it that speaks to the character of the car itself,” Gomez said. “For the xD, its animation has this shard-like quality reflecting the sharp angles of the car’s design. We find it really interesting when the animation itself speaks to the nature of the subject at hand.”
With the goal of finalizing the look and feel of the spots, Shilo’s artists began the project workflow by creating an animatic. “Getting everyone happy with the storyline itself was the first big step. Once we had the edit locked, we moved forward in refining the animation in the action taking place, as well as the camera moves. At the same time, we also created a motion test to present the spot’s final look and feel. With approval on that, in this case, all the rendering, compositing, and color came from Method.”
Shilo is an Emmy Award-winning creative production company representing a group of filmmakers led by directors Jose Gomez and Andre Stringer. Internationally known for creating original and commissioned work that is powerful, provocative and visually extraordinary, Shilo’s deeply held passions for design-infused storytelling and their innovative applications of live-action, design, and animation techniques deliver breakthrough experiences for screens large and small. From its studios in New York and La Jolla, California, where recent projects have spanned short films, commercials and music videos, Shilo has the capacity and experience to originate ideas and handle all aspects of production. Shilo published its first book, We Make It Good, in 2007, and also curates the site www.WeMakeItGood.com.
ATTIK 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.
Scion is the newest line of vehicles from Toyota Motor Sales (TMS), U.S.A., Inc. 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 xD a subcompact five-door; the xB, an urban utility vehicle with an iconic shape; and the tC sports coupe.
Ad Agency: ATTIK
City/State: San Francisco, CA
Creative Director/Co-Director: Simon Needham
Associate Creative Directors: Ron Lim, Stan Zienka
Production Company: Shilo
Director: Simon Needham (ATTIK) and Shilo
Creative Director: Jose Gomez
Associate Creative Director: Evan Dennis
Lead Designers: Evan Dennis, Jose Gomez
3D Animation: Cody Smith, Jesse Franklin, Henning Koczy, Gene Arvan
Editor: Adam Bluming
Production Coordinator: Katlin Bradley
Producer: Jake Hibler
Executive Producer: Santino Sladavic
VFX and Finishing: Method Studios
City/State: Bicoastal, USA
Senior Executive Producer: Gabby Gourier
Producer: Leighton Greer
Visual Effects Supervisor: Chris Nichols
Compositing Supervisor / Lead Compositor: Chris Bankoff
Flame Artist: Marguerite Cargill
Lighting Supervisor: Daniel Buck
CG Artists: Scott Metzger, Felix Urquiza, Alexander Lee, Didier Levy, Dave Carlson
Nuke Compositors: Ryan Raith, Jake Maymudes
Coordinator: Lauren Haggard
Music/Sound Design/Mix company: Face The Music
City/State: Bicoastal USA
Executive Producer: Adam Joseph
Composer/Sound Designer: Matthew Kratz
Additional Sound Designer: Michael Schmidt
Mixer: David Carden