The Little Deviants

For the launch of the Scion xD, we were tasked to present the car as the little badass of the Scion family. At the time the brand message was all about customization, personalization, and going against the status quo. We tapped up and coming artist Dave Correia to create a group of characters that became the “Little Deviants” complete with xD emoticon faces. They would attack conformity by taking down the “Sheeple” who follow the fold.

We created cinema spots, and other unconventional media pieces, including a comic book and pop up magazine insert. All of this drove to littledeviant.com, where a rich gaming experience allowed users to destroy the dull Sheeple on their own.

Cannes Shortlist / FWA Site Of The Day / Webby Award (back when that meant something)