Hasta La Creative!

Two of these campaign spots premiered in Germany and elsewhere in February, and this and another (“For individualists”) recently launched online at http://www.youtube.com/smart . A fifth spot will debut soon.

Shilo’s detailed project Q&A with Jose appears on their We Make It Good blog here: http://bit.ly/JGsmart

Both can now also be seen online at http://www.youtube.com/msichicago.

The beautiful spots dramatically present all the updated interactive exhibits from Chicago’s popular attraction, in stunning original HD visual content created entirely in-house at Leviathan, under the direction of Hoffman York’s creative team and MSI’s VP of Marketing and PR Rob Gallas, Director of Marketing Maureen Sak and Marketing Manager Jackie Schubert.

As part of its briefing, Hoffman York’s Executive Creative Director Michael Rivera, Creative Directors Tony Bonilla and Eric Oken, Art Director Colin Quinn, Senior Copywriter Andy Tillman and Senior Producer Lisa von Drehle presented Leviathan with a mockup print ad showing exaggerated versions of unique MSI exhibits extending out of the Earth in 3D.

“The updated exhibits at MSI truly are dynamic experiences, and we saw this new brand campaign as a great opportunity to get more people excited about what MSI is today,” Rivera explained. “We partnered with Leviathan to literally create a world that brought the exhibits to life as imaginatively as possible, and to say the least, we were very impressed by their contributions.”

Further discussions with MSI executives identified many types of media and information available to help represent exhibits including the Museum’s “Science Storms,” “Smart Home,” “U-505,” “YOU! The Experience,” and many others in the new campaign. After careful consideration, Leviathan’s Executive Creative Director Jason White, Creative Director Bradon Webb, and Executive Producer Chad Hutson proposed creating all the historical and archival content highlighting the exhibits completely in CG.

“We spent a lot of time at MSI interacting with the exhibits and observing how visitors engaged with them, which allowed us to conceive the best ways to expand those experiences outside the Museum’s walls,” said Hutson. “We knew it would be a daunting task to create so much in CG, but we were confident it would pay off. As we progressed, we were able to share some computer models with the agency’s print design partners at Giannini Creative, which helped in a lot of ways and kept the design consistent across every medium.”

“To address everyone’s concerns about how the content would look in the finished spots, a detailed pre-vis and animatic we created with the agency was extremely important,” Webb said, clarifying that Autodesk Maya was Leviathan’s main tool for creating its custom models and animation. “The Museum’s collection is very specific and unique, so most of the details had to be created by hand, using references from the actual exhibits. We assembled a fairly large modeling and surfacing team to tackle each detail of every model. The waves, rain and tornado were major challenges, and we assigned separate simulation teams for each piece. Our toolset spans most applications, so it was all pretty seamless.”

Webb continued, “We were all concerned about the globe scene, with all its detail, rocket blast from the shuttle, spray from the ship, cloth simulations, and tornado simulation, just to name a few… especially because the zoom-in required us to use high-resolution models. We used mental ray and RealFlow for the natural phenomena, and V-Ray to manage our renders, and through a really great team of artists, it all came together quite well.”

To showcase human interactions with MSI’s interactive exhibits, Webb and White also led Leviathan’s crew in a meticulous green-screen production, where children and adults were photographed at play. While a Sony HDW-F900 CineAlta system recorded principal photography, a Canon 5D Mark II camera package captured footage the team used to re-create the exhibit’s video trace effect in post. To complete its post-production workflow, Leviathan’s digital artists exported diffuse, reflection, shadow, velocity, and matte passes, which ultimately were combined with the live-action plates in After Effects for color correction, grading and finishing.

“Since this amazing group of people invited us to help develop the “Science Rules!”campaign concept and design, we’re especially proud of the results, and feel it’s one of our best collaborations to date,” said White. “As a company, we’re also dedicated to innovation, and the spirit of MSI is what we’re really all about, so this was the perfect chance for us to collaborate with some of Chicago’s leading marketing executives, on behalf of one of our most important and exciting attractions.”

Hoffman York’s account team consists of SVP Client Services Mike Smith, Senior Account Executive Audrey Podor and Account Coordinator Catherine Guarnieri. Complete credits for both campaign spots are available upon request.

To learn more about the Museum of Science and Industry, Chicago, please visit www.msichicago.org.

About Hoffman York
Hoffman York is a fully integrated marketing communications agency offering a full suite of services that include advertising, public relations and interactive. The agency has offices in Chicago and Milwaukee with $90 million in annualized billings. For more information about Hoffman York, visit www.hoffmanyork.com.

About Leviathan
Leviathan is a design-focused production studio specializing in the creation of large-scale visual experiences across all media. The emerging studio’s leaders are champions of breakthrough design and branding who draw from experiences earned within the world’s leading digital agencies, production companies, VFX and motion studios. Also leveraging the talents of extraordinary storytellers, software developers, producers and artists, Leviathan develops cutting edge content that maximizes the greatest capabilities of today’s media platforms, from broadcast to experiential installations. Since launching in 2010, the studio’s collaborations with agencies, brands and leading filmmakers have resulted in sensational projects across all markets and industries. Further adding to Leviathan’s strengths, its shared resources and creative philosophies with digital creative agency eatdrink (www.eatdrink.com) add superior efficiencies in the development and delivery of original interactive content. To learn more about Leviathan, please visit www.lvthn.com, or call executive producer Chad Hutson at +1.312.878.1500.

At last, this :60 spot has just debuted on ESPN, and it will continue to air widely across the U.S. during all the NFL Draft-related television programming set for the days to come. As you can see, this film adds Shilo’s extraordinary design, animation and visual effects talents into the mix.

By featuring Julio’s authentic performance — and Shilo’s design-infused storytelling approach, guided by ideation from WMIG — Under Armour’s E39 technology is shown to be a phenomenal new way for athletes to maximize their full potential. In the words of Andre Stringer, “This piece continues our trajectory of pioneering a storytelling technique that mixes both live-action and design at the highest of levels.”

Full credits for this spot follow below.

More information is available online at http://www.underarmour.com/e39 and http://www.shilo.tv .

The innovative Scion College Rebate Rally game developed completely in-house at ATTIK is now appearing as an interstitial ad in the June iPad edition of The Onion through Scion’s month-long sponsorship program. In the game, players launch cartoon versions of Scion cars at four targets in three increasingly difficult levels. Points are awarded for destroying the level’s targets and other items, and for completing levels using fewer Scions.

“Together, with ATTIK and Scion, we were able to create a new kind of entertaining advertising experience,” said Michael Greer, CTO at The Onion. “This is a fun, new technology for us and it is always great to collaborate with brands who share an interest in pushing the limits to produce something innovative and exciting.”

“We wanted to find a fun, engaging, interactive way to inform Scion’s target audience about its new rebate program,” said Simon Needham, ATTIK’s co-founder and executive creative director. “Although I understand that the iPad’s javascript engine is typically a challenge for animation, by using a physics engine and CSS3, our digital creative director Jacob Ford, principal design technologist Paul Hulett, and senior interactive art director Jeff Fang, have produced amazing visuals and interaction for this iPad game. Even though it’s built in HTML5, we feel it compares very well to full apps… and technology aside, we are very proud of the creative ideas, approach and strategy on this latest client-driven initiative.”

To create the game, Fang and a team of designers produced key animations of the game levels, emphasizing fun and embodying college experiences, while Hulett and his colleagues quantified the animation as real objects for simulation in the Box2D physics engine behind many popular mobile and iPad games. “Display on the iPad was the biggest challenge,” Hulett explained. “Typical animation routines didn’t run well at all, so I had to go back to the drawing board. Thanks to a tip from the guys at The Onion, I started using the 3D transforms that are available in CSS3. After that, I rebuilt everything piece by piece to optimize the animation.”

Continuing, Hulett said, “The Rebate Rally pushes the boundaries of what’s possible in HTML5, and we hope people will take notice. We are big believers in gamification, and feel that this game and our other recent projects demonstrate our leadership in creating ads that are smart, approachable and engaging. With ads moving out of flash containers and into integrated browser experiences, and needing to engage customers more than ever, we are ready to lead the revolution.”

“Our College Graduate Rebate Program allows qualifying graduates to get a $1,000 rebate towards the purchase or lease of a new Scion,” said Jack Hollis, Vice President Scion. “The Onion is an extremely popular source of entertainment for our target audience, and engaging them with an immersive experience that closely aligns with The Onion’s tone and character was very important.”

More information on Scion’s College Graduate Rebate Program is available at www.scion.com/college.

To access The Onion and its iPad edition, please visit www.theonion.com or download it from the iTunes store here: http://go.attik.com/2a1

About ATTIK
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.

About Scion
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 will launch the all-new, premium micro-subcompact iQ in 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.

Working closely with Scion, ATTIK’s creative leaders for this project included co-founder and executive creative director Simon Needham — who directed the campaign’s broadcast spots and a series of behind the scenes shorts starring Zeus — as well as creative director Ron Lim, digital creative director Jacob Ford, art director Michael Cornell and copywriter Andy Sciamanna.

“When we looked at all the unique features of the High Voltage tC, we felt like it was something Zeus could have made,” said Needham. “Luckily, he was into it and available… so we set out together to show off this stunning tC in fun and humorous ways. This is the biggest campaign in history for any Scion Release Series model, and we are very grateful to everyone at Scion for trusting us and supporting our ideas on this scale.”

The campaign’s spots and the behind the scenes shorts recently debuted at www.YouTube.com/Scion and www.facebook.com/scion, and the spot is scheduled to premiere on television tonight. It stars a very lighthearted Zeus on his Mount Olympus throne, who describes himself as the God of Awesome — and then creates the High Voltage tC using his legendary lightning bolt. With the help of a lovely Muse, Zeus has a great time driving the tC and highlighting its features.

“The 2011 tC is one of our best selling vehicles, so we know this limited edition is something young buyers will be especially excited about,” explained Jack Hollis, Scion VP. “Our creative partners at ATTIK continue helping us connect with our target audience with fun, colorful and engaging content, while presenting Scion’s new releases in very smart ways.”

TV placements will air “High Voltage” well into September on Adult Swim, CBS Sports, Current, Comedy Central, FX, FUEL TV, G4, IFC, and other targeted networks, including many MTV channels. Radio, print, online and outdoor placements will also target young men. The brand’s YouTube and Facebook fans will continue to be the first to see behind the scenes spots, plus other materials and offers to be released over the days ahead. Zenith Optimedia handles media for Scion.

“I’m psyched that Zeus made time in his schedule to promote his tC. He’s got a pile of endorsement offers as high as Mount Olympus,” added Ron Lim. “This Scion campaign would not be the same without the majesty that only a Greek God can provide. And this is just the tip of lightning bolt. We’ll be seeing more of him in the coming weeks.”

ATTIK’s campaign credits also include account director Katie Stout, account manager Jenni Lucero, and senior account executive Abby Green. Among the agency’s many project partners for this campaign, top credits go to director of photography Jordan Valenti, production company Hazel, editor Patrick Sheffield at Pistolera Post, animation, VFX and finishing company Brewster Parsons, music and sound effects company Music Collective, and composer Scott Liggett. Full project credits are available upon request.

More information on the Scion tC Release Series 7.0 is available at www.scion.com/rstc.

About ATTIK
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.

About Scion
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 will launch the all-new, premium micro-subcompact iQ in 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.

Hayes used hand-held Super 8 and 16mm cameras to shoot the camping scenes, and had the talent, which included a real family, improvise their performances. In some instances, he handed cameras to the talent and had them shoot themselves. Still, trying to replicate the look of amateur photography well enough to blend in with the real thing was no easy task.
“The viewer needs to believe that it is 100 percent authentic—that it was shot by a real person with a Super 8 camera 15 or 20 years ago,” Hayes says. “You can shoot with 8mm cameras, but if what you’re filming doesn’t feel real, it’s not going to work.”
Hayes adds that it was particularly challenging to show people setting up the tent in a natural way. “It had to be done in a way where it didn’t feel like a demonstration,” he notes. “You don’t want viewers to think they are being marketed to.”
Hayes believes that most people who view the spot will forget that the tent is a new product and will assume that the whole commercial is composed of found footage. “I defy anyone to guess which scenes are new material,” he states. “I’ve always prided myself on doing commercials that feel real and authentic. It’s a challenge, but it’s fun…it’s what I enjoy doing most.”

Flashback is the personal tale of a man who learned to cook the perfect steak from his father. As the man slips a cut of meat onto a grill his thoughts drift back to childhood. As a boy standing by his father’s side, he learns the secrets of the family recipe and is handed a pair of tongs in a ceremony laden with emotion. Back in present day, the man sits down at a picnic table with his wife and their young son.

The flashback sequence is told through gold-toned, slow-motion imagery. The mood of fond remembrance is enhanced by an upbeat piano track and Clear’s graceful editing. He guides viewers from the present to the past and back again through a sequence of subtle cuts and dissolves. “Shooting everything over-cranked added just the right amount of elegance to set the spot apart,” observes Clear.

Clear adds that he enjoyed his collaborative work with Leo Burnett’s creative team. “Fostering creativity is what we do at The Colonie,” he says. “It’s always great to work with a team of creative people that starts from the top and continues all the way down.”

The Colonie, www.thecolonie.com
Represented by Sonia Blum at Hilly Representatives, 312.944.1100.