Scion xD, Hot Lava microsite.

ROLE

Pitch Design, Concept Development, Creative / Art Direction, Visual Design.

PROJECT BRIEF

Winning Design Storyboard for a Pitch That Contributed to 27k+ Cars in Sales

Client

Scion, Toyota's dynamic hatchback brand, promoting the bold 2008 xD Hot Lava Series for young, tech-savvy, design-conscious drivers.

Goals

Create an interactive digital experience to captivate Scion's target audience and highlight the car's unique Hot Lava paint (a unique paint that changed colors from different angles) and dynamic features.

Challenges

A tight timeline and limited creative assets required innovative thinking to develop an immersive and engaging microsite concept.

What Was Done

As part of the pitch team, I designed innovative storyboards and concepts for the "Get It While It's Hot" campaign. The interactive experience included fun storytelling with a volcanic theme, melting away the car's old point to unveil its vibrant new look. It also featured engaging elements like clickable manhole covers that revealed car specs, downloadable wallpapers, and immersive content highlighting Scion's adventurous spirit.

Industry: Automotive  •  Produced for Scion  •  Agency: SolutionSet (now Epsilon)  •  Year Shipped: 2008

VALUE CREATED

Winning the Pitch

My strong ideas and pitch concepts secured the project, exceeding proposals from other agencies.

Creativity

Despite the tight timeline, the project showcased my ability to deliver innovative, high-quality work under pressure.

Generated Sales

Creativity sparked excitement, leading to a successful launch and generating more than 27k in car sales.