David Murphy_ art buyer and senior print producer_ ATTIK/San Francisco_Scion Print Campaign

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If you haven't already noticed the growing presence of bizarre boxes on wheels known as Scions roaming the streets of L.A. or other tuner-infested neighborhoods, maybe you've paused before the cult vehicle's stunning advertising in magazine outserts or on billboards from coast to coast. The print ads feature the work of under-the-radar talents apparently taken by the Scion muse: street artists who use the car as a sheet metal forum for their graffiti stylings, and others who depict the car itself on the most unlikely canvases-tattooed on a man's back, or shot in a police line-up. "Basically, the concept behind the campaign is 'Scion by,' which appears at the top of every ad, along with a different person or career," explains ATTIK art buyer and senior print producer David Murphy. "Scion as a brand is very into the personalization and customization of its cars so these ads are supposed to be different individuals' interpretations of Scion." Highlighting that concept has meant that since the campaign launched last fall, Murphy has had to pull off several small miracles, given that the bulk of the work consists of the multi-faceted outserts, fold-out posters comprised of not one but up to 16 separate eye-popping creative treatments "by" not just photographers and illustrators, but also local tattoo artists like State of Grace, anime talents from UK-based Me Company and even real-life SoCal tuners. Murphy has also helped steer the works of fictional artists inspired by Scion-beyond the police shooter, there's a thermal imaging specialist, the would-be installation artist who seems to take his cues from British shockstar Damien Hirst, submerging the Scion in a giant aquarium, and a paparazzo who shoots a day in the life of a Scion and its owners (who bear a striking resemblance to J. Lo and an NBA star). Murphy not only negotiates with up to three different artists per treatment; he also coordinates locations, casting, billing, and hiring of freelance creatives. Add to that the frequent trips to Dallas-based Williamson printers-without careful press checks, the gritty, the uncoated stock on which the outserts are printed seems like it could bleed the hell out of the richly detailed images. Oh, and did we mention? Murphy is also the Scion account manager. "I would say that this has been the most rewarding project to date in my career," Murphy notes, sounding a bit like he's taken the podium at the Oscars. "Each piece has had its challenging moments. I'm so proud of the designers that worked on them-Simon Needham, Stan Zienka, Julian Quayle. I'm proud of the clients and their openness to let us do this kind of work, and I'm really proud of myself because these weren't simple things to do. They were really complicated and they came out beautifully." If it sounds at all like he's patting himself on the back, we're smacking it heartily with him.
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