Luke, here are 3 directions.

Same content, three different takes. Click around, tap the buttons, try the gate. Tell us yes, no, hell yes or hate that. Each one has a fan site and a brand page.

Option 1 preview
OPTION 1Hell YeahLoud and rugged. Job-site energy: hazard stripes, flames, slab type.
Fan site
 Option 2 preview
OPTION 2LWTVThe Real Man Network. The whole site is a late-night TV channel: TV guide, Shop by Phone, call-in show.
Fan site
 Option 3 preview
OPTION 3Collector SeriesA die-cast toy package. Videos are collectible cards, products are accessory packs, fans join the Collector's Club.
Fan site

Brand pages: Option 1 · Option 2 · Option 3