Comments on: Shilo’s Scion Deviants

By: BUILD222

BUILD222 — Wed, 27 Jun 2007 17:14:09 +0000

I found it kind of disturbing, it was definitely dark and violent for a car branding spot. I liked it though, except for the car part.
I agree that the concept and animation were strong, but the car really does seem like a tacked on after-thought.

It reminds me a little bit of the way children’s fairy tale books used to be. Before they were all “Disney-fied” and made squeaky clean (probably starting in the early 80s).

By: MHR

MHR — Wed, 27 Jun 2007 08:15:54 +0000

I thought this was pretty darn good…

I’ve watched this several times over to try and pinpoint everybody’s ambivalence, but I must be missing something. The structure, narrative, narration, pacing, editing, animation, and atmosphere were all strong and cohesive. And it was humorous.

Conceptually, from almost every other Scion spot I’ve seen, it’s apparent that the car is being marketed to the younger counterculture crowd – we all know what this means… trend-bucking, sheep-hating, enraged-game-loving, individualistic-yet-proselytizing, overfed, profane, and frequently-unenthusiastic youth. I think we’ve all been there in one form or another. Now I’m not much of a gamer, but I suppose if it’s referencing current gaming then it’s still hitting its target audience. And I’m not against work that references other art, just as long as the concept justifies it.

Personally, I like this ad for Scion because it bucks the cycle of spots displaying how many millions of ways you can customize the car, and rather, intends to appeal to a group associatively. In short, the over-flamboyant, direct, obvious, visual-distress ads are always fun to look at, but metaphors are much stronger.

By: Suzan Martino

Suzan Martino — Tue, 26 Jun 2007 20:09:50 +0000

cute! haha
i don’t know much of international ads, but here in Brazil, the standard for car ad is hot girls, wild country or big cities scenes and, lately, copy of famous movies looks.
so see something like this is really nice!
i loved!

XD haha

By: AUTO Renegade

AUTO Renegade — Tue, 26 Jun 2007 16:46:02 +0000

I liked the look of the Deviants. Very scary mouths, like Alien or something. However, this peice didnt do much to sell the product (Scion), which doesnt make it very clever as an advertisement. But the animation looked really nice.

By: KGB

KGB — Tue, 26 Jun 2007 13:53:19 +0000

In terms of the spot. I kinda don’t like it.
I think there is too much violence…and I can’t believe I’m saying that. It just seems like there is no point to it.

The real win is when you convert your opponent to your side, and I feel that is what should have happened here. Not the eradication of the “sheeple” but instead their conversion to the other, pro-Scion side.

By: KGB

KGB — Tue, 26 Jun 2007 13:50:37 +0000

THA_DON, that is the most constructive post I’ve seen you make. I’m impressed

By: cutzalot

cutzalot — Tue, 26 Jun 2007 13:37:01 +0000

Haters, hate. Lovers, love. I love.

By: Marc B.

Marc B. — Tue, 26 Jun 2007 11:06:02 +0000

Not bad. I heard that scion/ attik pays shit for a lot of hard work. Maybe the studios get more creative freedom though.

By: THA_DON

THA_DON — Tue, 26 Jun 2007 08:30:00 +0000

the thumbnail got me clicking, the book flipping open made me think, ok another book open intro, ill let that slide, then the whole video gamey scene. After a bunch of transformer wanna be head slicing look at me I am kill bill crap, a scion pulls up, now i am thinking ok, hot chick, tits and red dress to juxtapose all that tasteless stuff i just saw, but no, yet another thing slicing yet another head off. Ok we get it, heads are being sliced off, anything more to the concept?
Scion drives off and I am thinking, now what? so what?

something nice to say, the ambient occlusion pass for a changed looked good.

Shilo does good work, i suspect its just the concept that was floored.

By: optimus

optimus — Tue, 26 Jun 2007 07:31:22 +0000

I think its quite obvious that a lot of time and thought were put into every shot of this spot. It is very entertaining, well designed and the audio track has a great theatrical touch to it. I think its a great job by the shilo team.

Not every motiongraphics piece can be as technically challenging as Psyops “Happiness Factory,” or have design aspects that are as ground breaking as IF’s “Se7en,’ so are we to assume that everything that falls in between these two pieces is ill conceived, tearably designed and a technically a flop? I think this scion spot is a tremendous piece of work by those guys and a great contribution to the motiongraphics community.

Oh and ragnarock, you’ve made your self very clear on and quit articulate on explaining how this piece is “stupid.” Can’t wait for the next brilliant post.