Image 1 from Scion xD "Explosion"
(Image courtesy of ATTIK)
Click on thumbnail for larger 72dpi image
or Click HERE for 300dpi version.
Image 2 from Scion xD "Explosion"
(Image courtesy of ATTIK)
Click on thumbnail for larger 72dpi image
or Click HERE for 300dpi version.
Image 3 from Scion xD "Explosion"
(Image courtesy of ATTIK)
Click on thumbnail for larger 72dpi image
or Click HERE for 300dpi version.
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Shilo
Re-Teams with ATTIK for
Scion's xD "Explosion" Brand Manifesto Launch Spot
NEW YORK and LA JOLLA,
CA.- (July 16, 2009) - LA JOLLA, CA. and NEW YORK - (July 20, 2009) - 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 (www.attik.com)
with the filmmakers from creative production company Shilo (www.shilo.tv).
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's next collaboration
with ATTIK, the Scion Brand Manifesto tC broadcast spot, will debut soon.
Complete credits for xD "Explosion" follow.
Ad Agency:
ATTIK
City/State:
San Francisco, CA
Creative Director,
Broadcast Spot 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, Erik
Lee
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
About Shilo
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.
For more information, or to request a reel, please contact Tracy Chandler
at +1.212.219.4700, or visit Shilo online at www.Shilo.tv.
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 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’s 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. For more information, visit www.scion.com.
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4:3
QuickTime for xD "Explosion"
16:9
QuickTime for xD "Explosion"
Scion
xD "Explosion" on Vimeo
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