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Reinvent the Wheels

Scion is a brand known for embracing the tuner culture. They also are respected for supporting new and emerging artists. We developed a web reality series that would incorporate both. Reinvent The Wheels would team three young creatives with three tuner shops to create a car that would help take their career to the next level. They'd also be competing for a new Scion and $30,000.

We produced the show with reality production company 3Ball, the people behind NBC's The Biggest Loser. We ran a nationwide casting call for artists of all types: painters, filmmakers, fashionistas, etc. After selecting our finalists, we gave each team 30 days and $50,000 to chop, cut and rebuild their Scion. The completed cars were used for print, out of home, online and auto shows.

The six webisodes were shared via a website, YouTube, FaceBook and Twitter. The result: Tons of blogger buzz, tweets and press coverage.

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Ron Lim, art director, creative director, one show, portfolio, attik