In 1909 the Hughes Tool Company introduced the two-cone drill bit and never looked back. Over the past 100 years, the company has invested in more R&D, received more patents, and has more drill bit firsts than any other manufacturer. Recently, they would bring to market Max Life, a drill bit technology designed to drill faster, stays in longer, and lower the cost-per-foot drilled. To demonstrate to drillers just how revolutionary this technology was, we came up with the concept of creating a rough neck character (Max) to show how it works. This is a one minute intro for the multimedia presentation (which featured case studies along with actual lab and field test results).