The project was conceived by creative and brand-engineering agency Attik and is
based on three dozen digital stills of the vehicle, shot against a black
Attik's creative director Simon Needham and design director
Stan Zienka, shot the car images with Joseph Segrove serving as producer.
Goetz used wipes and snow effects to create the :20 video
and its motion graphics, which read "You've got a snowball's chance in
hell," referring to the limited availability of the Scion.
"We wanted to give an ethereal quality to the tC RS 3.0,
like it seemingly exists in space," explains Goetz. "The agency gave
me nice style frames in terms of the creative direction and how the car would
appear and disappear. I then set to task on making the motion happen using
various particle effects, lighting and wipes."
Through Scion's media partner ZenithOptimedia, the video
piece is appearing on AdVan mobile video billboards in selected high-traffic
locations in key markets nationwide, and is also being projected onto buildings
via Massive Media's Street Theater Projection program.