After releasing a Boot Camp recruitment video, we received hundreds of applications from more than 25 countries around the world. It was a tough task but we managed to narrow that list down to eight creative talents from a variety of backgrounds and disciplines. On May 30, 2011, they arrived in Montréal. Their mission? To imagine the next decade of Fatboy®—everything from products to branding. We chose to partner with Fatboy® because it shares with Sid Lee an open-minded, multidisciplinary approach that is ideal for this project. We believe that bringing together a diverse group of creative talents—with different ideas, knowledge and experience—produces the best and most innovative results.