Abercrombie & Fitch x McLaren

AGENCY: Amplify
ROLE: Graphics Lead

As Graphics Lead for the Abercrombie & Fitch Co. and McLaren Group partnership during the F1 Vegas Grand Prix weekend, I spearheaded the creative direction and execution of comprehensive environmental design and branded installations throughout the retail space, developing a cohesive visual system that seamlessly integrated both brands for the A&F CIRCUIT event. 

The activation, which featured exclusive merchandise and appearances by McLaren Racing drivers Oscar Piastri and Bianca Bustamante, required careful consideration of both brands' visual languages while creating an immersive retail environment that celebrated the high-energy atmosphere of F1 racing and elevated the in-store experience for fans and customers alike.

COLLABORATORS

Creative Director: Jo Kang
Designer: Shannon O'flynn
3D Design: Robert Panoissan