THE IDEA: There are individuals who are beyond passionate in their pursuit of a craft or experience, unbridled dedication spans music, art, extreme sports, food and cultural influence. This pursuit of their chosen venture at times appears crazy to those outside viewers, the audience does not understand the motivation behind the actions. They ask why? Why the late nights? Why spend all this time? Why, why… why? The question is why. The answer is simple, the actions you see are the motive ‘by which’ (por la cual) our people choose to engage in their day to day. It’s their driving force, the reason they rise in the morning and the cause for late nights spent furthering the mastery. What is your reason, by which, you find yourself here with us tonight?