Scion xD: Explosion

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Released:	July 2009
Advertiser:	Scion
Brand name:	Scion xD
Agency:	ATTIK
Country:	USA
Category:	Cars

Credits:

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 and Sound Design: Face The Music
City/State: Bicoastal, UA
Executive Producer: Adam Joseph
Composer/Sound Designer: Matthew Kratz
Additional Sound Designer: Michael Schmidt

Mixer: David Carden

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.