As a car brand that epitomizes customization as a lifestyle, Scion needed a new way to connect with customers. Enter the Scion Paper Shapers campaign. Featuring Scion "characters" created by paper toy designer Shin Tanaka, Paper Shapers allowed users to customize characters in 3D on the app – and also build them in real life with pop-out brochures available at auto shows.

The idea was to create an interactive “car builder” app allowing users to customize the Scion of their choice, including options like color, racing livery, wheels and decals. Users could then spin it around in 3D in their own virtual garage, as well as share them on various social platforms. They could also construct them in real life by printing out what they created in the app!

Hot on the heels of the Paper Shapers app's success, printed pop-out brochures were handed out at major auto shows over the course of two years. The response was overwhelming, with fans seeking the brochures out at Scion’s show booth. These Paper Shapers characters also lit up social media, thanks to mentions from influential publications like Complex, Autoblog and Jalopnik, not to mention scores of followers from the designer toy community. Then, as a final touch, a stop-action animation video was created to bring Shin Tanaka's characters to life.

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