SAN FRANCISCO –– Four weeks ago, together with Scion, global creative agency ATTIK (www.attik.com) began reaching out to young, predominantly male drivers across the U.S. with numerous cross-media marketing initiatives aimed at driving online searches for "the machine," and building intrigue around the 2011 Scion tC sports coupe. This past weekend, hundreds of thousands of movie-goers attending screenings of "Resident Evil: Afterlife" across the country were greeted with lenticular Scion tC posters in theater lobbies, as well as a thrilling "Take On the Machine" :60 3D cinema ad starring the 2011 Scion. As of today, new "Take On the Machine" ads are now appearing in U.S. print and online media outlets, new billboards are live in 24 U.S. cities, and a :30 version of the cinema ad will be debuting on high-profile television and cable outlets, including tonight's NFL regular season premiere of "Monday Night Football" on ESPN. With these developments, and a few others yet to come, the "Take On the Machine" campaign is now in full swing.
ATTIK's co-founder and executive creative director Simon Needham has worked very closely with Scion's marketing executives, as well as ATTIK's creative director Ron Lim and other members of the agency's team, to conceive the multi-staged strategy, and to bring each deliverable to life through some of the most accomplished creative companies in the world. Needham personally directed the cinema/broadcast spots, working with design and production company Imaginary Forces and animation, digital effects, and design company SWAY Studio, among others. Design credits for the campaign's original Augmented Reality game, which went live on the campaign website www.TakeOntheMachine.com two weeks ago, go to North Kingdom, with 3D graphics courtesy of Filterfilm, sound design by Audio Alliance, and backend programming by Dataduktus. Face the Music created the campaign's original music, and the website has been developed by LA-based ...and company in conjunction with Scion, featuring hosted assets created by ATTIK.
"In essence, our campaign presents 'the machine' as a menacing city, and it invites fans to get behind the wheel of a 2011 Scion tC to take it on," Needham explained. "Taking cues from Hollywood's playbook, we began with teaser elements, including promotions across virtually every form of media. With our cinematic ad in theaters and on TV, and with the cross-media ads now inviting fans to visit our campaign website to 'Take On the Machine,' we feel we've introduced the new tC with the platform it rightly deserves."
"At Scion, we feel that the aggressive features of this next-generation tC are very exciting, and we know that a lot of young owners will be equally impressed," said Jack Hollis, vice president of Scion. "Since the all-new 2011 tC offers drivers more power and better handling than the previous model, as well as more aggressive styling and standard premium features, we feel the celebrity treatment is very well deserved."
Along with Simon Needham and Ron Lim, ATTIK's project team also includes interactive creative director Jacob Ford, senior writer Mike Brenner, senior art director Greg Coffin, interactive art director Jeff Fang, designer Gabe Nguyen, senior broadcast producer Patty Lum, senior print producer Melanie Magatelli, interactive producer Maribel Arellano, account director Katherine Stout, senior account manager Michelle O'Hea and account manager Jennifer Lucero. Complete credits for "Take On the Machine" appear below.
ATTIK (www.attik.com) is a global creative agency focused on developing integrated advertising, digital and branded experiences. Specifically, the agency's expertise in strategic planning, design, advertising, production, client service and research has driven extraordinary success across most consumer product and service categories. Articulating corporate brand strategy and designing creative solutions for advertising, below-the-line and online media, ATTIK ensures target audiences are vitally connected to client brands. For inquiries, please call Ric Peralta (Ric@attik.com) at +1-415-284-2600.
Scion, from Toyota Motor Sales (TMS), U.S.A., Inc., was 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 brand features three ground-breaking models with a wide array of standard features: the xD urban subcompact five-door, the iconic xB urban utility vehicle and the tC sports coupe. Scion launches the all-new, premium micro-subcompact iQ in early 2011. The Scion brand often applies new practices in all aspects of its business and pushes the creativity envelope with non-traditional advertising and marketing to engage young consumers. Scion also supports originality through its programs in the artistic community. For more information, visit www.scion.com.
Project: Scion tC "Take On the Machine"
Debut Date: :60 - Sep. 10, 2010 in theaters; :30 - Sep. 13, 2010 on TV
Running Time: :60, :30
City/State: San Francisco, CA
Executive Creative Director/Director: Simon Needham
Creative Director: Ron Lim
Senior Writer: Mike Brenner
Senior Art Director: Greg Coffin
Sr. Broadcast Producer: Patty Lum
Live-Action Production Company: Blueyed Pictures
City/State: Los Angeles, CA
Director: Simon Needham (ATTIK)
Director of Photography: Daniel Ardilley
Executive Producer: Jamee Natella
Design/Production Company: Imaginary Forces
City/State: Bicoastal, USA
Art Director: Charles Khoury
Producer: Courtney Graham
Designers: Stephen Fitzgerald, Charles Khoury, Ahmet Ahmet, Jeremy Cox
Animators: Gary Hebert, Dan Meehan
Modelers: Jeffrey Dietrich, Evan Dileo
Editor: Justine Gerenstein
VFX & Animation Company: SWAY
City/State: Culver City, CA.
Creative Director: Mark Glaser
Executive Producer: Jason Cohon
VFX Supervisor: Aaron Powell
Producer: Mark Kurtz
Coordinator: Aaron Abt
CG Supervisors: Dan Abrams, Tom Conners
Compositing Supervisor: Ken Littleton
Lead Previs/ Lead Animator/ Drive-A-Tron Operator: Rob Glazer
Lead Rotoscoping Artist: Elissa Bello
3D Artists: Steve Wang, Cesar Chavez, Josh Hooker, Erik Fernando, Steve Hansen, Tharyn Valavanis, Andrew Swihart, Erick Schiele, Hnedel Maximore, Anthony Han
Compositors:Lawerence Littleton, Scott Hale, Olivier Sarda
After Effects Compositor: Matt Capocci
Rotoscoping Artists: Billy Robinson, Kenneth Lui
Colorist: Company 3
City/State: Santa Monica, CA
Colorist: Clark Muller
Music and Sound Design Company: Face the Music
City/State: New York, NY
Executive Producer: Adam Joseph
Mix Company: Lime
City/State: Santa Monica, CA
Mixer: Mark Meyhaus
Location Services Company (Vancouver): Means of Production
City/State/Country: Vancouver, BC, Canada
Executive Producer: David Bouck