"Reinvent The Wheels" is a six-episode web-exclusive reality video series designed to give up-and-coming artists a chance to showcase their innovative ideas and build a car to further their creative craft while pushing the boundaries of self-expression. The series premiered at www.ReinventTheWheels.com back on March 29, and is also available via a mobile application, via many social networking sites and an embeddable Facebook application. In episode six, which debuted on May 3, DJ Anthony Valadez was crowned the winner. All episodes remain online, and beginning on May 10, the third phase of ATTIK's promotional assets began appearing online and via traditional media placements. Three new TV/Web spots (one each for the xB, xD and tC models, named "Reinvent The Wheels xB" (etc.)) began running nationally in the U.S. on 5/10 on Adult Swim, Comedy Central, FUEL, FUSE, G4, MTV, MTV Tres, MTV2, MTV University, SiTV, Spike, IFC and Current. These spots feature time-lapse presentations of the finalists' custom creations being built during the series.
Project Name: Scion "Reinvent The Wheels xB" Debut Date: May 10, 2010 Running Time: :30 Film Locations: In and around Los Angeles, California. Agency: ATTIK Executive Creative Director: Simon Needham Creative Director: Ron Lim Art Director: Michael Cornell Copywriter: Andy Sciamanna Sr. Broadcast Producer: Patty Lum Production Company: 3 Ball Productions Director: Brad Cruz Director of Photography: Lucas Lee Graham Music Composer: Aaron Eckardt