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Fuel Industries’ has created an amusing new online campaign for the DVD release of Eragon. The site opens with a video introduction of a vehicle covered in a black tarp and shaped suspiciously like a VW Beetle. Once you wait through the intro the tarp blows off to reveal the Saphira 2007, a majestic dragon that can be customized with car-centric features like paint scheme, stereo system and seating configuration. The implied homage to Volkswagen extends to the tag line “Riders Wanted”. While the site is probably the best DVD launch promotion I have seen I do wish that the intro was either shorter or more interactive as you get the joke about a third of the way in and have to wait for the punchline.

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Creative Director, Designer, Brand Builder, Speaker, Podcaster, Crazy One. As a designer, I have 20+ years experience creating the strategy, concepts, and designs for award-winning integrated global advertising campaigns, building multiple global Fortune 500 brands and creating innovative digital experiences. As a leader, I have 15+ years transforming agency and client-side teams using a mix of creativity, business strategy, process and political skill to create innovative, world-class work and cultures that change industries and companies. My clients have included American Airlines, W Hotels, Disney, Citi, ExxonMobil, Acura, Old Navy, Nationwide Insurance, Verizon, Subaru and many others. My work has received over 150 international awards, my app designs have been named as one of the World’s 100 Greatest Apps, Apple has featured my work in 9 keynotes, 4 TV commercials and more.

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