We were charged with helping to rebrand Local Motor's Rally Fighter so that it would sell. What we did however, was stop focusing on the vehicle itself and turn the attention to what the customers were really buying - a once in a lifetime experience, with a free car thrown in for good measure. Add in a few well-placed film cameos over the years, and we attracted thrill seekers like NASCAR driver Ben Kennedy, MLB flame-thrower Tim Lincecum, and a good number Fortune 500 CEOs. Oh, and most big agency people would laugh at our budget, there's that.