{"id":1414,"date":"2009-07-24T10:49:56","date_gmt":"2009-07-24T09:49:56","guid":{"rendered":"http:\/\/www.firedbydesign.com\/?p=1414"},"modified":"2017-04-28T11:00:09","modified_gmt":"2017-04-28T10:00:09","slug":"smash-it-up","status":"publish","type":"post","link":"https:\/\/firedbydesign.com\/?p=1414","title":{"rendered":"Smash it up"},"content":{"rendered":"

ATTIK and Shilo have released an animated spot for the Scion xD, part of a larger Brand Manifesto cross-media campaign.<\/p>\n

\"s1-xd-3m\"<\/p>\n

The Scion xD \u201cExplosion\u201d TV spot, which launches the Scion Brand Manifesto, was directed by ATTIK\u2019s co-founder and creative director Simon Needham in conjunction with Shilo.<\/p>\n

Working with Scion, Needham and his colleagues created numerous model-specific campaign assets for the xD, xB and tC ranges, each featuring its own font, style treatment and set of manifestos reflecting the vehicle\u2019s unique \u2018personality\u2019.<\/p>\n

\"s1-xd-1m\"<\/p>\n

The animated fruits of this labour include the xD \u201cExplosion\u201d and forthcoming tC \u201cStreaks,\u201d spots in conjunction with Shilo, with Needham teaming up with Imaginary Forces<\/a> to direct xB \u201cSplicer.\u201d The spots feature custom scores from Face the Music<\/a>, and were all finished at Method Studios.<\/p>\n

For the Shilo collaboration, creative direction was provided by Shilo co-founder and creative director Jose Gomez and associate creative director Evan Dennis. Shilo\u2019s team worked with ATTIK\u2019s in-depth campaign positioning information, a detailed script, and moodboards conveying each vehicle\u2019s manifestos with suggestions on photographic and graphical styles, colours, textures, and typography.<\/p>\n

\u201cATTIK\u2019s 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,\u201d said Gomez. \u201cFor the xD, its animation has this shard-like quality reflecting the sharp angles of the car\u2019s design. We find it really interesting when the animation itself speaks to the nature of the subject at hand.\u201d<\/p>\n

\"s1-xd-2m\"<\/p>\n

With the goal of finalizing the look and feel of the spots, Shilo\u2019s artists began the project workflow by creating an animatic. \u201cGetting 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\u2019s final look and feel. With approval on that, in this case, all the rendering, compositing, and colour came from Method Studios.\u201d<\/p>\n

\u201cWith this Brand Manifesto campaign, we\u2019ve found some fun and exciting ways to invite even more trendleading, creative individuals to participate in the brand\u2019s unique philosophy of \u2018vehicle as self-expression,\u2019\u201c Needham began. \u201cFor the new TV spots, our creative focused on finding dynamic ways to convey each vehicle\u2019s personality, and connecting those with individuality. Shilo really impressed us with their past work on \u2018Fable\u2019 and numerous other great Scion films, as did Imaginary Forces on the recent Samples campaign spot; they really get into the personality of their creations, and that spirit transfers to the screen.\u201d<\/p>\n

\u201cMethod\u2019s finishing has added a lot of realism to the incredible CGI content created at these studios,\u201d he continued. \u201cAnd our friends at Face the Music are proven partners when it comes to creating phenomenal sound treatments to represent Scion and its models.\u201d<\/p>\n

As well as this 30-second TV spot for the Brand Manifesto campaign launch, ATTIK\u2019s integrated scheme for Scion also includes billboards and print ads, as well as two key campaign assets online: custom microsites offering audiences innovative ways to participate in Brand Manifesto.<\/p>\n

\"s1-bbtcm\"<\/p>\n

The first, Pixel Reveal, invites visitors to register to win a highly customized Scion, and to visit the site every day to remove more pixels; as the number of registrants and daily visits climb, the million-pixel site will reveal more of the grand prize Scion, which will be awarded to the registrant revealing the last pixel. The second site, entitled Speechifier, allows visitors to enter their own manifestos to automatically generate video versions of their messages using a montage of video clips. Personal manifestos created at the site can then be embedded into social media sites.<\/p>\n

\"s1-pxd-m\"<\/p>\n

See more by Shilo<\/a><\/p>\n

View more work by ATTIK <\/a><\/p>\n

Explore Method Studios<\/a><\/p>\n

\n

Metadata<\/strong><\/p>\n

Title: Scion xD “Explosion”<\/p>\n

Client: Scion<\/p>\n

Ad Agency: ATTIK<\/p>\n

Creative Director\/Co-Director: Simon Needham<\/p>\n

Associate Creative Directors: Ron Lim, Stan Zienka<\/p>\n<\/address>\n

<\/address>\n
Production Company: Shilo<\/p>\n

Director: Simon Needham (ATTIK) and Shilo<\/p>\n

Creative Director: Jose Gomez<\/p>\n

Associate Creative Director: Evan Dennis<\/p>\n

Lead Designers: Evan Dennis, Jose Gomez<\/p>\n

3D Animation: Cody Smith, Jesse Franklin, Henning Koczy, Gene Arvan \u2028Editor: Adam Bluming<\/p>\n

Production Coordinator: Katlin Bradley \u2028Producer: Jake Hibler<\/p>\n

Executive Producer: Santino Sladavic<\/p>\n<\/address>\n

<\/address>\n
VFX and Finishing: Method Studios<\/p>\n

Senior Executive Producer: Gabby Gourier<\/p>\n

Producer: Leighton Greer<\/p>\n

Visual Effects Supervisor: Chris Nichols<\/p>\n

Compositing Supervisor \/ Lead Compositor: Chris Bankoff<\/p>\n

Flame Artist: Marguerite Cargill<\/p>\n

Lighting Supervisor: Daniel Buck<\/p>\n

CG Artists: Scott Metzger, Felix Urquiza, Alexander Lee, Didier Levy, Dave Carlson, Erik Lee<\/p>\n

Nuke Compositors: Ryan Raith, Jake Maymudes<\/p>\n

Coordinator: Lauren Haggard<\/p>\n<\/address>\n

<\/address>\n
Music and Sound Design: Face The Music<\/p>\n

Executive Producer: Adam Joseph<\/p>\n

Composer\/Sound Designer: Matthew Kratz<\/p>\n

Additional Sound Designer: Michael Schmidt<\/p>\n

Mixer: David Carden<\/p>\n<\/address>\n

\n

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ATTIK and Shilo have released an animated spot for the Scion xD, part of a larger Brand Manifesto cross-media campaign.<\/p>\n","protected":false},"author":129,"featured_media":1417,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[104,5,7],"tags":[27,2940,30,2945,38,105,2939],"class_list":["post-1414","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cross-media","category-exposure-news","category-inspiration","tag-ad-spot","tag-animation-projects","tag-branding","tag-cross-media","tag-flame","tag-print-design","tag-vfx-news"],"yoast_head":"\nSmash it up - Fired By Design<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/firedbydesign.com\/?p=1414\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Smash it up - 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