Case study | Scion

To celebrate the launch of their newest model of iM and iA, we partnered Scion with author, TV producer, restaurateur, chef, & personality Eddie Huang (Fresh of the Boat fame) to bring a successful multi-faceted lifestyle campaign to life.

Eddie Huang hopped in a brand new iA and scooped up some of his favorite artists for candid conversations, including Cam’ron, Vince Staples, Stevie Lee, Prince Paul and DJ P For Real. While en route to their Scion AV All Purpose Show taping, conversations get real, and the car gets plugged. Eddie’s iM video displayed more of a day in the life of Eddie Huang. Stopping by the basketball and tennis courts with his personal trainer, hauling the necessary gear to the play games.

The partnership also created a curated EP of Eddie's favorite up-and-coming musicians. The EP, titled Scion AV Presents: Eddie Huang’s Shellfish or Better, featuring Keith Ape, Father, Prayers, Manolo Rose and Maxo Kream.

Additionally, a SEMA project car was built with Scott Kanemura and KMA Productions. The modified iA morphed into a classic head-turning lowrider, bight hand painted pinstriped on yellow on 15” 100- spoke gold spinners.

• Impressions: 3.4 million
• Online pickups: 100+ sites
• Album Streams: 600k

Project Details

  • Client:
  • Scion
  • Category:
  • Social Media + Strategy
  • Date:
  • 2015

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