Just as they did for the campaign’s xD and xB elements, ATTIK’s creative director Simon Needham, his agency colleagues and Scion’s executives created unique manifestos for these new campaign assets for the tC: “Tear it up, don’t rip it off,” “Always zag when others zig,” and “Become one of us by becoming none of us.” Specific tC campaign assets also feature their own font and style treatment reflecting the vehicle’s unique personality.

The new “tC Streak” broadcast spot, which debuted last week on many TV and cable outlets across the U.S., was directed by Simon in unison with the filmmakers from creative production company Shilo. Like previous Brand Manifesto campaign spots, it also features visual effects and finishing courtesy of Method Studios. The new spot’s original score from Face the Music is custom-tuned to fit the tC.

Scion “tC Streak” from Shilo on Vimeo.

by ATTIK

Project Name: Scion “tC Streak”
Running Time: 0:30

Client: Scion

Ad Agency: ATTIK
City/State/Country: San Francisco, CA, USA
Creative Director, Broadcast Spot Co-Director: Simon Needham
Associate Creative Directors: Ron Lim, Stan Zienka

Production/Animation Company: Shilo
City/State/Country: Bicoastal, USA
Director: Simon Needham (ATTIK) and Shilo
Creative Director/Lead Designer: Jose Gomez
Associate Creative Director/Lead Designer: Evan Dennis
Executive Producer: Santino Sladavic
Lighting Director of Photography: Dana Christiansen (Method)
Producer: Jake Hibler
Editor: Adam Bluming
3D Animators: Cody Smith, Jessse Franklin, Henning Koczy, Gene Arvan

Telecine: Company 3
City/State/Country: Santa Monica, CA, USA
Colorist: Clark Muller

Visual Effects Company: Method Studios
City/State/Country: Bicostal, USA
Executive Producer: Gabby Gourier
Producer: Leighton Greer
CG Supervisor: Chris Nichols
Compositing Supervisor: Chris Bankoff
Flame Artist: Marguerite Cargill
Lighting Supervisor: Daniel Buck
CG Artists: Scott Metzger, Felix Uriquiza, Alexander Lee, Didier Levy, Dave Carlson
Nuke Compositors: Ryan Raith, Jake Maymudes

Music Company: Face The Music
City/State/Country: Bicoastal, USA
Executive Producer: Adam Joseph
Composers/Sound Designer: Tony Shimkin, Tom Burbank
Additional Sound Designer: Michael Schmidt
Mixer: David Carden

Final Mix: Lime Studios
City/State/Country: Santa Monica, CA, USA
Mixer: Loren Silber