When I began shooting the project I was more focused on the adventures that took place on the road and I was trying to leave out the corruption I left behind. The early adventures were just so amazing to that it felt like I was living something out of a comic book. I decided to base the logo on the "Superman" logo. I found a Photoshop tutorial on how to create the "Superman" look.
Back in 2004 no one was really shooting on HD. HTML5 didn't exist, so presenting video on the web was bit tricky. Smart phones didn't even exist and many people were still using dial-up modems. After I edited the "On the Lot" trailer I compressed the file and served both .wmv and .mov versions on the site.
I figured that selling products related to the project was the way to go so, I created a CafePress store and offered T-shirts, hats, coffee mugs and anything else I could create. The shop didn't do well and I discontinued the store.