The months leading up to a new product launch are always an exciting time at the Scion offices, and the impending release of the 2014 Scion tC has certainly been no exception. Since the new tC made waves at the New York International Auto Show, we’ve been diligently working to get new photo, print, and broadcast material prepared for when it arrives at dealerships next month.
Our print shoot for the new 2014 Scion tC took place on the last day of April, on a busy street corner in Downtown Los Angeles. The crew was out early to prepare the area where the shoot would be taking place, and with help from a few police officers, cones were set up to direct traffic around the makeshift set.
The weather was unexpectedly overcast during the day of the shoot, which potentially could have created problems getting the right lighting for the car. Fortunately, the new Absolutely Red color does a great job of standing out, even on a day that’s relatively drab.
We were understandably given only a minimal amount of space for the shoot, since both drivers and pedestrians needed to be able to navigate around the area. So, to help keep our footprint small, the crew worked almost entirely out of a cargo truck, using only the equipment that was absolutely necessary.
Part of the shoot involved turning an empty building next to the street into a “boxing gym” to give the final photos a little more character. If you take a closer look at the sign on the window, you’ll note that our fictional gym has been around since 2003 – the same year the very first Scion models were sold.
While all the photography equipment was being set up, we had a bit of time to do some last minute detailing on the new tC. It takes a lot of work keeping a car clean indoors, even within the sterile confines of a set, so you can only imagine how difficult it was doing the same while on a busy street.
While all the equipment was being set up, the actors and actresses who would be in the gym for the shoot were given a quick rundown of where they would be while shooting was taking place, as well as what they would be doing.
With all of the logistical issues out of the way, we were finally set to begin shooting the car.
Since the set was kept pretty lightweight, necessities like bounce boards were simply held in place by the crew we had on hand. In this particular instance, it gave us the chance to bring out the character in the 2014 Scion tC’s new front end.
The more angular headlights do an especially good job of framing the car’s aggressive stance on the street, and are complemented by a new wide-mouth grille along with a set of LED driving lights.
The process was repeated for shots of both the roof and the back of the car, allowing us to capture it from all angles with the best possible lighting we could get.
Around the back of the car, a more distinctive rear end with LED taillights and a blacked out lower section also go quite a way in helping the 2014 Scion tC stand out in urban environments. Similarly, the dark gray finish on the new 18” wheels go a long way in adding to the tC’s character, especially when viewed in profile.
Photos were immediately fed into a computer we had with us out on the set, giving us an immediate idea of how the final print materials would turn out.
We’re busy getting everything finalized for the official release of the 2014 Scion tC, so you’ll be able to see the results of our shoot soon! In the meantime, if you want to learn more about the new tC, head over to its page on Scion.com at the link below.