{"id":5362,"date":"2010-08-23T18:59:25","date_gmt":"2010-08-23T17:59:25","guid":{"rendered":"http:\/\/www.firedbydesign.com\/?p=5362"},"modified":"2014-05-01T21:49:20","modified_gmt":"2014-05-01T20:49:20","slug":"rise-of-the-machine","status":"publish","type":"post","link":"https:\/\/firedbydesign.com\/?p=5362","title":{"rendered":"Rise of the machine"},"content":{"rendered":"

Attik and Scion have set a September launch for a campaign for the new 2011 Scion tC sports coupe, with cross-media teaser promotions now appearing in U.S. print, online, and cable television, and on billboards in key U.S. cities.\u00a0Each facet of the teaser campaign invites viewers to \u201cEnter the Machine: 09\/2010.\u201d<\/p>\n

\"Frame<\/a>

Frame from Scion tC Enter the Machine campaign TV spot. Image courtesy of ATTIK.<\/p><\/div>\n

\u201cIn this campaign, the city represents \u2018the machine,\u2019 and it signifies the obstacles our young, male audience members face in their daily lives, while the 2011 tC is the answer for taking on the machine, and winning,\u201d said Simon Needham, co-founder and executive creative director, Attik.\u00a0 \u201cWe invite viewers to enter the machine via our online portal, search for \u2018the machine\u2019 in their favorite search engine, and connect with us online for personalised adventures which will become even more captivating next month with augmented reality, 3D and other elements, when the full campaign is revealed.\u201d<\/p>\n

\"Frame<\/a>

Frame from Scion tC Enter the Machine campaign TV spot. Image courtesy of ATTIK.<\/p><\/div>\n

\"Frame<\/a>

Frame from Scion tC Enter the Machine campaign TV spot. Image courtesy of ATTIK.<\/p><\/div>\n

Alongside Hollis and Scion\u2019s marketing team, Needham and his Attik colleagues developed the creative for the campaign, then produced the key print, online and out-of-home executions in-house, while working with other industry leaders in developing additional campaign assets.\u00a0 For the 15-second TV spot entitled \u201cEnter the Machine\u201d, ATTIK partnered with its frequent collaborator, design and production company Imaginary Forces, as well as animation, digital effects, and design company SWAY Studio, among others.<\/p>\n

Imaginary Forces had successfully presented a deck of beautiful cityscapes full of light and texture, and designed the mechanism behind how the city comes alive to block the path of the cars, which won the Attik team over. \u00a0Needham directed the live action and CG sequences, while Imaginary Forces designed the look-and-feel of the city, supervising the construction of that world at Sway. Sway’s expertise with photoreal cars and driving simulation allowed an incredible level of realism during the dangerous journey through “Machine City.” The campaign was edited by Imaginary Forces, working closely with Attik and Sway’s pre-vis team.<\/p>\n

\"Print<\/a>

Print ad from Scion tC Enter the Machine campaign. Image courtesy of ATTIK.<\/p><\/div>\n

Along with the other campaign elements, a search engine keyword buy for the term \u201cthe machine\u201d will also drive traffic into the campaign\u2019s target website at www.TakeOntheMachine.com<\/a>.\u00a0 The site was developed by LA-based …and company, featuring hosted assets created by Attik.<\/p>\n

\"Image<\/a>

Interactive ad from Scion tC Enter the Machine campaign. Image courtesy of ATTIK.<\/p><\/div>\n

See more by ATTIK on Fired By Design<\/a><\/p>\n

Visit ATTIK<\/a><\/p>\n

Visit Sway Studio<\/p>\n

Visit Imaginary Forces<\/a><\/p>\n

Visit \u2026and company<\/a><\/p>\n

[vimeo]http:\/\/vimeo.com\/14125637[\/vimeo]<\/p>\n

\n

<\/address>\n
Credits<\/strong><\/address>\n
Project: Scion tC “Enter the Machine” \u2028<\/address>\n
Client: Scion<\/address>\n
Agency: ATTIK \u2028\u2028<\/address>\n
Executive Creative Director\/Director: Simon Needham \u2028<\/address>\n
Creative Director: Ron Lim \u2028<\/address>\n
Senior Writer: Mike Brenner\u2028<\/address>\n
Senior Art Director: Greg Coffin\u2028<\/address>\n
Sr. Broadcast Producer: Patty Lum<\/address>\n
Live-Action Production Company: Blueyed Pictures\u2028<\/address>\n
Director: Simon Needham (ATTIK)\u2028<\/address>\n
Director of Photography: Daniel Ardilley\u2028<\/address>\n
Executive Producer: Jamee Natella<\/address>\n
Design\/Production Company: Imaginary Forces\u2028<\/address>\n
Art Director: Charles Khoury\u2028<\/address>\n
Producer: Courtney Graham\u2028<\/address>\n
Designers: Stephen Fitzgerald, Charles Khoury, Ahmet Ahmet, Jeremy Cox\u2028<\/address>\n
Animators: Gary Hebert, Dan Meehan\u2028Modelers: Jeffrey Dietrich, Evan Dileo\u2028Editor: Justine Gerenstein<\/address>\n
VFX & Animation Company: SWAY\u2028<\/address>\n
Creative Director: Mark Glaser\u2028<\/address>\n
Executive Producer: Jason Cohon\u2028<\/address>\n
VFX Supervisor: Aaron Powell \u2028<\/address>\n
Producer: Mark Kurtz\u2028<\/address>\n
Coordinator: Aaron Abt\u2028<\/address>\n
CG Supervisors: Dan Abrams, Tom Conners \u2028<\/address>\n
Compositing Supervisor: Ken Littleton\u2028<\/address>\n
Stereoscopic Supervisor: Marco Maldonado\u2028<\/address>\n
Lead Previs\/ Lead Animator\/ Drive-A-Tron Operator: Rob Glazer\u2028<\/address>\n
Lead Rotoscoping Artist: Elissa Bello\u2028<\/address>\n
3D Artists: Steve Wang, Cesar Chavez, Josh Hooker, Erik Fernando, Steve Hansen, Tharyn Valavanis, Andrew Swihart, Erick Schiele, Hnedel Maximore, Anthony Han\u2028<\/address>\n
Compositors:Lawerence Littleton, Scott Hale, Olivier Sarda\u2028<\/address>\n
After Effects Compositor: Matt Capocci\u2028<\/address>\n
Rotoscoping Artists: Billy Robinson, Kenneth Lui<\/address>\n
Colorist: Company 3 \u2028\u00a0Colorist: Clark Muller<\/address>\n
Music and Sound Design Company: Face the Music \u2028Executive Producer: Adam Joseph<\/address>\n
Mix Company: Lime\u2028 \u2028Mixer: Mark Meyhaus<\/address>\n

\n","protected":false},"excerpt":{"rendered":"

ATTIK has launched a cross-media teaser campaign across U.S. print, online, and cable television, and on billboards in key U.S. cities for the new 2011 Scion tC sports coupe<\/p>\n","protected":false},"author":129,"featured_media":5365,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[104,2857,22,2858,69,68],"tags":[937,934,929,938,933,930,932,935,931,936],"class_list":["post-5362","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cross-media","category-graphics-branding-art-projects","category-graphic-design","category-interactive-web-experiential-and-augmented-reality-projects","category-web-design","category-vfx-projects","tag-and-company","tag-attik","tag-cg-sequences","tag-company-3","tag-digital-effects","tag-imaginary-forces","tag-reality-3d","tag-scion-tc","tag-sports-coupe","tag-sway"],"yoast_head":"\nRise of the machine - 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=5362\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Rise of the machine - Fired By Design\" \/>\n<meta name=\"twitter:description\" content=\"ATTIK has launched a cross-media teaser campaign across U.S. print, online, and cable television, and on billboards in key U.S. cities for the new 2011 Scion tC sports coupe\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2010\/08\/enterp1s.jpg?fit=500%2C608&ssl=1\" \/>\n<meta name=\"twitter:creator\" content=\"@FiredByDesign\" \/>\n<meta name=\"twitter:site\" content=\"@FiredByDesign\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"The Editor\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/?p=5362#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/?p=5362\"},\"author\":{\"name\":\"The Editor\",\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/#\\\/schema\\\/person\\\/9360b626bf4ab4cde98ab739484b96e8\"},\"headline\":\"Rise of the machine\",\"datePublished\":\"2010-08-23T17:59:25+00:00\",\"dateModified\":\"2014-05-01T20:49:20+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/?p=5362\"},\"wordCount\":700,\"publisher\":{\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/?p=5362#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/i0.wp.com\\\/firedbydesign.com\\\/wp-content\\\/uploads\\\/2010\\\/08\\\/enterp1s.jpg?fit=500%2C608&ssl=1\",\"keywords\":[\"...and company\",\"attik\",\"cg sequences\",\"company 3\",\"digital effects\",\"imaginary forces\",\"reality 3d\",\"scion tc\",\"sports coupe\",\"sway\"],\"articleSection\":[\"Cross-media\",\"Design\",\"Graphic Design\",\"Interactive\",\"Interactive & Web\",\"Visual Effects\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/?p=5362\",\"url\":\"https:\\\/\\\/firedbydesign.com\\\/?p=5362\",\"name\":\"Rise of the machine - Fired By Design\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/?p=5362#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/?p=5362#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/i0.wp.com\\\/firedbydesign.com\\\/wp-content\\\/uploads\\\/2010\\\/08\\\/enterp1s.jpg?fit=500%2C608&ssl=1\",\"datePublished\":\"2010-08-23T17:59:25+00:00\",\"dateModified\":\"2014-05-01T20:49:20+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/?p=5362#breadcrumb\"},\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/firedbydesign.com\\\/?p=5362\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/?p=5362#primaryimage\",\"url\":\"https:\\\/\\\/i0.wp.com\\\/firedbydesign.com\\\/wp-content\\\/uploads\\\/2010\\\/08\\\/enterp1s.jpg?fit=500%2C608&ssl=1\",\"contentUrl\":\"https:\\\/\\\/i0.wp.com\\\/firedbydesign.com\\\/wp-content\\\/uploads\\\/2010\\\/08\\\/enterp1s.jpg?fit=500%2C608&ssl=1\",\"width\":500,\"height\":608,\"caption\":\"Print ad from Scion tC Enter the Machine campaign. 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