Roger Darnell
DWA for ATTIK
1.828.264.8898

Allison Takahashi
Scion Public Relations
310.468.5315

For Immediate Release

SAN FRANCISCO – (Jun. 14, 2004) – Global creative agency ATTIK (www.attik.com) today detailed the innovative broadcast and theatrical spots that are part of its new national advertising campaign for Scion, the new line of vehicles from Toyota Motor Sales, U.S.A., Inc., for which ATTIK serves as creative agency of record.  The campaign supports the launch of the new 2005 tC sports coupe which will be available at dealerships across the nation by the end of June, and the spots have debuted on broadcast television and in theaters nationwide over the past three weeks.

Produced under the direction of ATTIK’s global creative director and co-founder Simon Needham by Sydney-based visual effects, animation and design company Ambience, the two new Scion spots are crafted to appear as though they’ve been created by members of Scion’s young urban trendsetter target audience.  The visual-effects intensive spot entitled “Teleporter” is an artistic tC showcase from the perspective of a quantum physicist, while “3D Artist” features the tC racing to survive inside a futuristic 3D videogame, and is tagged with “Scion tC by Stan, 3D Artist.” 

"Like the first four spots in the campaign, ‘3D Artist’ and ‘Teleporter’ immediately set themselves apart from typical automotive commercials by showcasing the product in ways that appeal directly to our unique audience," Needham commented.

For “3D Artist,” a three-tiered cityscape was created mixing gritty architecture with high-tech futuristic landscapes, including design features like holographic billboards and 2D gamic elements.  Many live-action elements photographed by the team were also incorporated into the 3D action, including vehicle interiors, a large gargoyle statue, vent explosions, sparks and steam.  For “Teleporter,” effects focused on creating a stark graphic landscape spotlighting the tC’s lines and features as the vehicle dramatically defies the time-space continuum. 

“The new TV spots round out the Scion creative portfolio very nicely.  They are consistent with the overall “Scion by” campaign and are truly unique in their execution and in showcasing the product without feeling too literal as an automotive advertisement,” says Dawn Ahmed, Scion National Marketing Communications Manager.

Along with Simon Needham, ATTIK’s key teammembers include executive producer Patrick McFarlane and account director Amy Elkins. 

Zenith Media handles media on the Scion account.

About ATTIK
ATTIK (www.attik.com) is a global creative agency committed to designing extraordinary creative experiences that inspire consumers through compelling communications.  ATTIK's 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' brands.  For inquiries, please call Ric Peralta (Ric@attik.com) at +1-415-284-2600.

About Scion
Scion is a new line of vehicles from Toyota Motor Sales (TMS), U.S.A., Inc. Scion’s mission is to satisfy trendsetting youthful buyers through distinctive products and an innovative, consumer-driven process.  Scion’s first two vehicles, the xA and xB, like the brand, are aspirational, provocative and authentic and arrived in 105 California dealerships on June 9, 2003.  On February 3, 2004, the market expanded to cover the south, southeast and east coast.  Finally, in June 2004, Scion will simultaneously complete the national rollout and launch the third Scion vehicle, the tC sports coupe.  Scion will respond to an emerging culture of new car buyers with unique products, targeted marketing and a dedicated sales process.  For more information, visit www.scion.com.