When SoBe wanted to hit millenials with their "Try Everything" brand message in the summer of 2011, we decided to go old school.
Over the course of four weeks, four vintage vehicles were sourced, restored, skinned and outfitted with unique brand experiences. The newly tricked out vehicles then hit the road canvasing the country on regional tours. Mobile experiences included iPad gaming consoles, interactive touch-screens, a tiki bar, guerrilla screen print stations and a live paint event by The Art of Chase on Venice Beach.
The cultural relevance and lowbrow street level cool of SoBe's vintage fleet hit the mark with an elusive millennial target resulting in thousands of samples delivered to stoked consumers.
Role: Concept / Art Direction / Design
Creative Collaborators: Matt Statman, Jake Pickle