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SPY POST COMPLETES GUERILLA PROJECT FOR SCION

February 22, 2007
SPY POST COMPLETES GUERILLA PROJECT FOR SCION

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 background. 

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.