July 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 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 said.
"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."
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