Roger Darnell
DWA for ATTIK
1.828.264.8898

Allison Takahashi
Scion Public Relations
1.310.468.5315

For Immediate Release
 

Challenge:
Advance the campaign's theme of personalization in creating advertising elements that continually surprise the campaign’s target audience of male, urban trendleaders, while bringing the latest features of Scion’s xA, xB and tC models to their attention.  For the newest broadcast elements, the challenge was also to convey the many premium enhancements available for each model.

Process:
Directed by ATTIK’s co-founder and Scion account creative director Simon Needham, the spot entitled “Phantom” provides a visually compelling look at the xA, integrating a highly stylized fusion of live-action and visual effects.  Spy Post’s Alaina Goetz worked closely with Needham to execute his ideas, conducting extensive research on lighting effects using various sparks in Flame to create artificial lens flares, as well as custom designed 3D particle line animation to match references supplied by the director. 

Result:
Cut by Mad River Post’s Bob Jenkins to a custom track created by Tony Shimkin at Face The Music – and featuring sound design by Face the Music's Michael Schmidt – the spot incorporates an impressive array of lighting and particle line effects to accentuate the contours and features of the xA. The opening xA logo animation transitions into one of the car’s spinning wheels. Flashing strobe lights and jump cuts then highlight the car’s exterior styling from various angles filmed in-studio, followed by a driving sequence of the xA cruising through a tunnel. A close-up of the Scion badge on the front grille spins and morphs into the steering wheel, segueing into interior shots of the dash – including the stereo with changing lights and the iPOD plug-in feature – as well as its unique, customizable shift knob and race-inspired sport pedals. The final part of the spot employs rapid transition effects, which highlight exterior design features of the xA along with driving footage. As it comes to rest in the studio with flares and lights that flash in sync with the music, the spot ends with the animated Scion logo and the tagline, “what moves you.”

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.