- Creative Direction
We brought the street culture to the Auto Show circuit.
Scion fans are a passionate bunch. We created something that harnessed all of their passions in one super-engaging experience. Our Goal was to Draw visitors to the Scion 2012 auto show experience in a style as hip and memorable as the vehicles themselves. We created a highly-immersive touch experience using Microsoft Surface® screens, gigantic video walls and a series of Scion-commissioned collectable art cards.
Each of the eight cards has two distinct sides designed to unlock interactive content and experiences in unforgettable ways. The cards’ product side offers a compelling multi-touch interactive content experience focused on the Scion line up, the culture and the brand. The art side offers a chance for users to become DJs, as each card provides a different track to a song—drum beat, synths, guitars, etc.—letting the users turn the cards to control volume while spinning a custom music mix for themselves and their friends to enjoy. Beyond custom music, as the user interacts with the cards and content, the cards also trigger coordinated content that plays on the massive video walls shadowing each car.