How do you get consumers excited about your new gaming cockpit seat at the next trade show? This was the challenge we were presented with a few years ago. With no stated limits in terms of structure or materials on this one, we were free to shoot the moon. Creating 3D models for concepts like these in a cost-effective way would be impossible, so we turned to sketching to explore a few ideas. The only thing we had to work with was the low-res image of the guy sitting in the actual product, so we started with that and sketched around him. We tried to go in different directions, from spaceship to indy car to stock car to whatever that other thing is (but it looks fast). Ultimately the stock car was the favorite.