Quite Curious

(Photograph by Frans Lanting for National Geographic)

Toyota Scion needed to launch a microsite introducing the first-ever Release Series model for the xD urban five-door subcompact, a limited edition of 2,000 numbered units, featuring unique “Hot Lava” exterior paint and special accessories, only to be found on this model. The challenge was to create an impactful site that would reflect the model’s unique “Hot Lava” color and complement Scion’s advertising campaign theme, “Get It While It’s Hot”. (source: SolutionSet Scion case study)

Final Designs

Title Screen for a battle-game concept, prompting the user to select and name either the Mad Scientist or the LavaMan character.

Introducing the chosen character

The animation starts with the scientist in a toll booth. One of the 2,000 limited edition Scion xD drives up, and slowly builds more and more heat.

Scene gets hotter, smoke builds, and the ground cracks open.

The scientist gets away safely, leaving the toll booth in ashes. Every so often, a Scion xD will drive in the background, pausing to show the owner’s name and limited edition car number. The ticker above flashes and scrolls to the next car number available.

Hidden egg: When the scientist’s suitcase is clicked, the suitcase comes into full screen and opens, revealing free downloadable wallpapers and screensavers. By downloading either of these, the user is able to extend their experience after they leave the site.