With the music blasting and everyone swaying side to side, the DJ yelled raise your hands in the air. Wouldn’t you know it; everyone raises their hands in the air with American Force Stickers. This was totally an impromptu call out, but everyone was ready. That is pretty cool considering that these people aren’t your typical club-goers.

The long line was for a free custom American Force t-shirt that they made at the show. But that is what is going on mid booth. Before they got in line, they had to pass by Tara Lewis. She was holding up a great little poster board taunting your friends. Most people would pose with Lewis and post the photos on Instagram and Facebook. “Wish you were here!”

Probably the coolest aspect of the entire booth was the crazy sand sculpture that American Force Wheels commissioned just for this show. We spoke with Nick Chin, Director of Marketing for American Force Wheels. “This isn’t just beach sand. It is freshly mined sand that we had to have mined just for this sculpture,” said Chin.

Regular beach sand is round in shape and doesn’t hold a form well. The freshly mined sand has lots of different shapes and when packed together, they interlock and form a tighter bond.  The two artists they commissioned to construct the sculpture had to build some forms to get the basic shape of the truck. Once they filled the forms with sand they basically had to use jack hammer to pack the sand in as tight as they could. The forms were removed and the sculpting could begin.

What they created was an extremely cool booth display that had people talking all over the show. We were in the American Force Wheels booth for probably 15 minutes and at no time where there less than 3 people taking photos and many instances where 10 people were taking photos at the same time.

From the driver’s side, the exterior of the truck is pretty cool. The RAM mega cab is set off by a set of American Force Wheels 24 inch multi-piece wheels wrapped in Toyo Open Country 40x15R24 inch tires. The attention to detail was amazing.

The crazy part of the sculpture was the passenger’s side. The RAM was cut in half and the attention to detail was pretty amazing. The engine is cut in half and features 4 pistons feed by a screw type blower. The transmission is behind that with a rather unique looking transfer case. The axles housings feature bolt, mounts, pretty much everything you would expect.

The big question is, why only half the truck? Well, you have to check out this article to see what they are introducing at this year’s SEMA Show.

The sad part of the whole sculpture is, Friday at 4pm, it will be nothing but a pile of sand again. It was constructed just for the four day show.