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. The core brand tenants were customization, personalization, and going against the status quo. We partnered with Dave Correia, a rising artist, to create a group of characters that became the “Little Deviants” complete with xD emoticon faces.

We created cinema spots, and used other unconventional media channels, including a comic book and pop up magazine insert. All of this drove to littledeviant.com, where a rich gaming experience allowed users to fight conformity.

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