Events

F1 tearing up the Las Vegas Strip is the catalyst for a slew of spectacles. The collection of activations happening at Bellagio, The Cosmopolitan of Las Vegas and ARIA is affectionally known as MGM Zone. We were tasked with branding 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. The aesthetic successfully stood out against the cacophony of color around The Strip. The first video below, however, belongs to the Bellagio Fountain Club, which offers prime seating and gourmet dining to a lucky few. 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.