Behind The Scenes: 2013 Scion FR-S Commercial Shoot


On Tuesday, January 24, Scion brought you live updates from the set of our latest television ad featuring the all-new 2013 Scion FR-S. This exclusive behind-the-scenes coverage was a rare glimpse into all the work (and play) that goes into producing less than one minute of beautiful driving footage. We are proud of the fact that the Scion community stands out as one of the most cohesive, collaborative families in the automotive world. In order to be true to our end of the relationship, we provide you, the Scion owners and fans, with the most inclusive experience we can offer. We hope you enjoyed following our live photo updates on Twitter for this very exciting day as we spent time with old friends and our newest family member: the 2013 FR-S!



Director Simon Needham of ATTIK creative agency led the shoot. ATTIK has a close relationship with Scion, producing ads like the ‘Zeus’ Release Series campaign in the past. His skill and professionalism made for a timely and productive shoot.



Jarod DeAnda, blogger extraordinaire and the Voice of Formula Drift, was on hand to keep things lively and snap some behind-the-scenes photos of his own. His personal collection can be found here:


Speaking of Formula Drift, when it came down to deciding who would be behind the wheel of the FR-S for our shoot, there was really no debate. Scion Racing drifter Ken Gushi confidently displayed his driving prowess throughout the day, making sure we all knew his skills are not limited to a race track.





Scion VP Jack Hollis spent some time with us to support the production team and observe the FR-S in action. He and Ken discussed the dynamics of Scion’s RWD sports car, learning more and more about the machine as time goes on.

National Marketing and Communications Manager Owen Peacock kept a close eye on the production, collaborating with Simon on shots and maximizing the day’s efforts toward Scion’s goals for the car.



For you non-film experts out there, you’d be amazed at the amount of equipment that is used to capture HD shots of a vehicle in motion. A GoPro camera was used to capture the footage, and an even more intense setup was used to get the camera into position.



Specifically, when the camera wasn’t on a tripod, we used a Russian Arm rig…



…and a remote-controlled camera apparatus mounted to the front of a helicopter!



We had a great day all around. All of the attendees were enthusiastic, the film crew was skilled and professional, and our director, managers and drivers all provided consistent leadership and performance. We at Scion hope those of you who followed along with us enjoyed it as well! The footage captured will be used to produce 3 unique commercials for the 2013 Scion FR-S, and will all air nationally this spring when the car goes on sale.


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