Surface Experience
Scion fans are a passionate audience. We created something that harnessed their passions into one highly engaging experience. The objective was to draw visitors to the Scion 2012 auto show experience in a style as memorable as the vehicles themselves, and further advance the brand’s identity in the eyes of their customer.

We created a deeply immersive touch experience using Microsoft Surface® screens, gigantic reactive video walls, and a series of Scion-commissioned collectable art cards. Each of the eight cards had two distinct sides designed to unlock interactive content and experiences in unforgettable ways.

The cards’ product side offered a compelling multi-touch interactive content experience focused on the Scion lineup, the culture, and the brand. The art side turned users into DJs, as each card provided a different track to a song—drum beat, synths, guitars, etc.—letting the users rotate the cards to control volume while spinning a custom music mix.

Each card also triggered coordinated content that played on the massive video walls shadowing each car, and even allowed auto show guests to connect with the Scion brand after the show through exclusive downloadable music tracks from the web. Scion’s show space was dramatically transformed into nightclub experience that drew the crowd in and kept them present and engaged.

Leave it to a brand like Scion to have the guts to immerse their brand in a full tilt interactive content and media experience. And leave it to JUXT to conceive and create the most dramatic, stunning, and memorable interactive brand experience of the North American auto-show.