Scion / What Moves You / Miami

With West Wayne and Neverstop, we produced a temporary gallery / expression space in Miami’s hot and trendy South Beach District that embodied the brand pillars (expression, individuality, and personalization) for their youth-oriented Scion car brand. A nightclub in South Beach was selected and converted into a gallery, reaching out to up and coming artists to lend their sense of expression to the space through custom murals. The team curated workshops (DJ, music production, t-shirt silk screening) during the day and operated as a music venue at night.

To promote the gallery space and its events, we executed a series of nontraditional promotional techniques that were innovative but still familiar with Scion’s target demographic. These included creating a custom holographic projection, encouraging an area critical mass of Scion drivers, creating animated short videos that were emitted through Bluetooth transmitters, and building and managing both a custom website and social media presence.

Participating artists included FriendsWithYou, Maya Hayuk, Inkheads, Vulcan, DJ Swamp, DJ Craze, Rostarr, and more.