We teamed up with ATTIK once again to create Scion's "xD Explosion" Brand Manifesto Launch Spot. 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.
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. For the xD, its animation has this shard-like quality reflecting the sharp angles of the car's design. We find it really exciting when the animation itself speaks to the nature of the subject at hand.