When F1 rolls into town, the task is two-fold: Develop sales materials and a campaign for the marquee Bellagio Fountain Club featuring an uber luxe experience, and showcase the collection of spectacles happening at Bellagio, The Cosmopolitan of Las Vegas and ARIA affectionally known as MGM Zone.
The first video below was developed for task one. We hired an animator to illustrate an F1 car racing around the iconic Bellagio Fountains, then interspersed that footage with clips from the previous year to communicate the energy and elevation of BFC. The BFC sold out and the activations were well attended.
Then we branded the endless parties, shopping and meet & greets. To stand out from the mass of ads, we went minimalist, leveraging animated color vortexes and matching F1 cars against a rich black to communicate everything from speakeasy pop-ups to special menus. We worked with Laundry Studio to create the animations for our hero video and social channels. The aesthetic successfully stood out against the cacophony of color around The Strip.
