Amidst the infamous LA summer heat and West Hollywood traffic, a steadily growing line snaked its way up and around The Fast Life on 3rd and Crescent Heights Saturday afternoon. The highly anticipated release of the collaboration between Famous Stars and Straps and Rebel 8 promised appearances by Travis Barker and Mike Giant, a classic car showcase and music sets by famed producer, The Alchemist.

Through the course of the afternoon, hundreds of devout fans convened to partake in the festivities. Collaboration t-shirts for both men and women were made available for purchase, as well as a duo of limited edition posters numbered and signed by Mike Giant. In addition, the artist completed a custom black-and-white piece gracing an entire wall of the shop; visit The Fast Life at 8101 Third Street to view the masterpiece in all its glory. The ID Agency team was on hand to work with the various media outlets in attendance.

View the video for a full event re-cap.

The video game industry has seen tremendous growth over the past few years, and so has the energy drink category. It is no coincidence that these two industries merged at this years E3 convention in Los Angeles CA. The ID Agency integrated NOS Energy Drink into the world of video games in a new and authentic way. The NOS Energy Drink Gaming lounge was developed to let E3 convention goers have a home to relax outside the convention center.

This special venue was open for three days during E3 week and featured a lounge type setting with live DJ sets, catered food and drinks, show cars and gaming stations featuring some of the latest racing titles. The concept was developed by The ID Agency and NOS Energy Drink and was a big hit at this year’s convention, but this marks the beginning of NOS Energy Drink’s venture into the virtual racing world. For more information on NOS Energy Drink’s work in the video game industry please visit www.drinknos.com

The E3 video game convention is well under way in Los Angeles, California. At Microsoft’s ground breaking press conference on Monday morning, Turn 10 studios announced the latest installment in the Forza Motorsport racing game franchise. Turn 10 and XBOX have retained The ID Agency to launch Forza Motorsport 3 which will set the standard for all racing games to come. The ID Agency produced a VIP event in downtown Los Angeles which was the official kickoff of the game. In attendance were professional racing drivers, representatives from many of the leading car manufacturers, the automotive and lifestyle media as well as automotive influencers and celebrities. Among twelve handpicked show stopping vehicles were the new Audi R8 V10, the new Ferrari California, as well as a state-of-the-art Forza Motorsport 3 racing simulator. This special event is just the beginning of the launch of Microsoft’s launch much anticipated racing game, for more information visit www.forzamotorsport.net