Sketchbattle
In the midst of a crowd of creatives, designers sit face-to-face and elbow-to-elbow with their piers and competitors, this is the Middlecott Sketchbattle Experment.
These automotive designers are challenged by their mentors to design a car, they have 30 minutes.
The winner gets $2,500 but more importantly it's a chance for young talent to reveal what fresh ideas they've been holding onto.
Some of these designers are still in school, some are already working, this is a level playing field.
Only the mentors know the assignment before the clock starts. But it's not just a single round battle, it's a war of attrition.
It all takes place in front of a prime audience of industry professionals and aspiring talent.