After 10 years in business as Toyota’s youth-outreach brand, Scion decided to make its biggest push ever with the launch of the new iA and iM models. Built around a heavily social & TV based ad campaign, the iA & iM models would feature distinctive marketing approaches and themes.
The iA sedan was designed as the sporty fun-to-drive model that was packed with technology and convenience features. With only a briefing on the overall marketing direction of the program, we set out to create a spot for the Scion iA that would educate on its features as well as fit in with the intended message. Combining our talents of location scouting, pre-production, production, and post, we turned out a North American spot that fit with the iA’s nature as well as the client’s directive.
Tags: Advertising, Film