We called this the “Holy crap!” project because the brief from Nike 6.0 was just that. They wanted us to create something for their outdoor “booth” at the Mountain Dew Action Sports Tour that would be striking enough that kids would literally exclaim, “Holy crap!” when they laid eyes on it.

We started by finding the base vehicle. We chose an 8-wheel drive army transport prototype built in 1959 by Chrysler. We then put a list together of action sports gear that would be important to have on the vehicle. We also created a second list of things that we simply thought would be fun to have on the vehicle.

We delivered images of the base vehicle, the two lists, and some specific visual direction to an illustrator and asked him to do a rendering for us. This rendering was approved by Nike 6.0 and used as the blueprint for fabrication.

The success of the vehicle was going to be measured in two ways. First, would it create a “Holy crap!” moment for people attending the AST? Representatives from Nike 6.0 were with the vehicle during the entire show and confirmed that they heard plenty of “Holy craps!” from folks.

The second measure was going to be what happened online. Would people post photos of the vehicle on their myspace pages? Would they write about the vehicle in their blogs? Well, simply type “nike 6.0 ill mobile” into a search engine and you will see the answer is a resounding YES.