Simon Needham, co-founder and creative director of ATTIK, steps up to answer Five Questions.
1. What are you working on today?
I've just finished a sound mix for the 25:5 cutdowns for the Scion brand campaign, and am off to San Francisco via LAX, to go through some new creative briefings.
I've just finished a sound mix for the 25:5 cutdowns for the Scion brand campaign, and am off to San Francisco via LAX, to go through some new creative briefings.
2. What have you found is the best tool or innovation that has come out in the last year?
One of the things that really helped the look of our latest commercials is the HDRI camera system we wrote about in our press materials. And on a personal note, I'm a big fan of the Xbox 360.
One of the things that really helped the look of our latest commercials is the HDRI camera system we wrote about in our press materials. And on a personal note, I'm a big fan of the Xbox 360.
3. The project (film, television, commercial or music video) that most impressed you in the last year? Why?
I've just seen Davis Guggenheim's documentary "An Inconvenient Truth." I truly believe that what the film says is genuine, and that we all need to see this film and do whatever we can to save our world, before it's too late.
I've just seen Davis Guggenheim's documentary "An Inconvenient Truth." I truly believe that what the film says is genuine, and that we all need to see this film and do whatever we can to save our world, before it's too late.
4. The best or favorite project that you worked on in the past year? And why?
The best – and most challenging – is the new Scion brand campaign. It's the best because of the opportunity to be creative and to continue to learn more within the fields of live-action production, CGI, 2D and 3D visual effects and so on. Also, traveling around the world (TWICE) was a fantastic experience. As for the challenges, the process was quite strenuous and complicated. Also, compared to traveling to exotic locations, being stuck in dark rooms in post for months — where things go so slowly and I want them all done immediately — left a little something to be desired. After living with this project for so long and being so close to it, getting the spots done and receiving so much positive feedback has been a great reward.
The best – and most challenging – is the new Scion brand campaign. It's the best because of the opportunity to be creative and to continue to learn more within the fields of live-action production, CGI, 2D and 3D visual effects and so on. Also, traveling around the world (TWICE) was a fantastic experience. As for the challenges, the process was quite strenuous and complicated. Also, compared to traveling to exotic locations, being stuck in dark rooms in post for months — where things go so slowly and I want them all done immediately — left a little something to be desired. After living with this project for so long and being so close to it, getting the spots done and receiving so much positive feedback has been a great reward.
5. Name the top 4 artists on your iPod?
The last four albums I've listened to are:
Charles Webster (Born on the 24th of July)
Kings of Convenience (Quiet is the New Loud)
Athlete (Tourist)
Mark Farina (Air Farina).
The last four albums I've listened to are:
Charles Webster (Born on the 24th of July)
Kings of Convenience (Quiet is the New Loud)
Athlete (Tourist)
Mark Farina (Air Farina).
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Recent Project
Breaking Scion In-Cinema/Television Brand Campaign Inspires with Stunning Audiovisual Alchemy
Global creative agency ATTIK today detailed the new cinema and broadcast elements
of its latest campaign deliverables for Scion. The three
:30 spots entitled "xA Shadow," "xB Swarm" and "tC Shark"
are set to debut in national broadcast venues today, and a
:60 version that combines "Shadow" and "Swarm" debuted in
theaters across the U.S. on May 26. Each spot was directed
by Simon Needham, ATTIK co-founder and group creative
director.
of its latest campaign deliverables for Scion. The three
:30 spots entitled "xA Shadow," "xB Swarm" and "tC Shark"
are set to debut in national broadcast venues today, and a
:60 version that combines "Shadow" and "Swarm" debuted in
theaters across the U.S. on May 26. Each spot was directed
by Simon Needham, ATTIK co-founder and group creative
director.
"These spots are an innovative, clever, and distinctive way
to illustrate the idea of personalization through
accessorization, and that inspiration can come from
anywhere," explained Deborah Senior, Scion's national
marketing and communications manager.
to illustrate the idea of personalization through
accessorization, and that inspiration can come from
anywhere," explained Deborah Senior, Scion's national
marketing and communications manager.
"These new spots were inspired by our passionate owners,
added Mark Templin, Scion vice president. "They find
inspiration for personalization in the most amazing places.
We wanted to celebrate their imagination and creativity."
added Mark Templin, Scion vice president. "They find
inspiration for personalization in the most amazing places.
We wanted to celebrate their imagination and creativity."
Creatively illustrating the notion of "inspiration from
anywhere," each spot begins with a live-action version of
one of Scion's models in a modern city, which is then
transformed into a colorful, animated urban environment in
which each vehicle customizes itself using elements from
its surroundings. Each spot's action then transforms back
to reality, presenting a tricked-out version of each
vehicle.
anywhere," each spot begins with a live-action version of
one of Scion's models in a modern city, which is then
transformed into a colorful, animated urban environment in
which each vehicle customizes itself using elements from
its surroundings. Each spot's action then transforms back
to reality, presenting a tricked-out version of each
vehicle.
Bringing each spot to life was an amazingly intricate
process in itself. Needham and his team, including
creative director Wayne Hanson, design director Stan
Zienka, copywriter Ariel Lustig and senior producer
Michele Morris, began by creating detailed scripts,
storyboards and an artful plan to make each spot shine.
After an extensive global search to find the right
location, Needham and his crew traveled to Bangkok to film
the live-action for each spot, which was photographed with
director of photography Daniel Ardilley, who has worked
with Needham on several Scion spots in the past.
process in itself. Needham and his team, including
creative director Wayne Hanson, design director Stan
Zienka, copywriter Ariel Lustig and senior producer
Michele Morris, began by creating detailed scripts,
storyboards and an artful plan to make each spot shine.
After an extensive global search to find the right
location, Needham and his crew traveled to Bangkok to film
the live-action for each spot, which was photographed with
director of photography Daniel Ardilley, who has worked
with Needham on several Scion spots in the past.
Cutting-edge animation, a staple of Scion's award-winning
broadcast elements, once again took a leading role in
these new spots. "Each Scion model has its own
personality," Needham said, "so for each of these spots,
we sought out a unique animation company to add a distinct
look to the respective design elements. Working with the
teams at Blind for Shark, Shilo for Shadow and Stardust
Studios for Swarm, we provided a lot of guidance up front,
and from there, each company gave solid input on creative
direction and contributed greatly to the aesthetics of
each finished spot."
broadcast elements, once again took a leading role in
these new spots. "Each Scion model has its own
personality," Needham said, "so for each of these spots,
we sought out a unique animation company to add a distinct
look to the respective design elements. Working with the
teams at Blind for Shark, Shilo for Shadow and Stardust
Studios for Swarm, we provided a lot of guidance up front,
and from there, each company gave solid input on creative
direction and contributed greatly to the aesthetics of
each finished spot."
Santa Monica-based animation and visual effects company
Hydraulx, famous for its effects work on recent blockbuster
films including "Terminator 3," "The Day After Tomorrow,"
"Fantastic Four," "Poseidon" and "X-Men: The Last Stand,"
handled extensive 2D and 3D effects on each spot. Also,
for the end-shot of each tricked-out Scion, Needham
envisioned the use of CGI vehicles, and knew that the
addition of environmental reflections was the key to making
each animated vehicle look real. Specifically to support
this project, Hydraulx purchased a High Dynamic Range
Imaging (HDRI) camera system to capture 360-degree, high-
resolution photos of each location, which were then used in
the final renders of the CGI Scion models at the end of
each spot.
Hydraulx, famous for its effects work on recent blockbuster
films including "Terminator 3," "The Day After Tomorrow,"
"Fantastic Four," "Poseidon" and "X-Men: The Last Stand,"
handled extensive 2D and 3D effects on each spot. Also,
for the end-shot of each tricked-out Scion, Needham
envisioned the use of CGI vehicles, and knew that the
addition of environmental reflections was the key to making
each animated vehicle look real. Specifically to support
this project, Hydraulx purchased a High Dynamic Range
Imaging (HDRI) camera system to capture 360-degree, high-
resolution photos of each location, which were then used in
the final renders of the CGI Scion models at the end of
each spot.
Along with Templin and Senior, Scion's team also includes
corporate manager Steve Haag and advertising/media manager
Andrea Lim. ATTIK's Scion account director is Charlie
Adams, and Joseph Segrove served as assistant producer.
Additional credits for live-action production company Hazel
Films include executive producer Jamee Natella and line
producer Jordon Winter. The music for each spot was
composed by artists at bicoastal Face the Music.
corporate manager Steve Haag and advertising/media manager
Andrea Lim. ATTIK's Scion account director is Charlie
Adams, and Joseph Segrove served as assistant producer.
Additional credits for live-action production company Hazel
Films include executive producer Jamee Natella and line
producer Jordon Winter. The music for each spot was
composed by artists at bicoastal Face the Music.
Sections: Creativity
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