Fan-Fuelled Fabric

12. Craft Kancils [12.14a Typography: Single]

case board

creative assets

case film

Links:

Product/Service:

Fuels

Client:

Shell Malaysia

Brief:

After nine years, Ferrari F1 drivers Lewis Hamilton and Charles Leclerc were finally returning to Malaysia, reigniting the passion of thousands of local motorsport fans. But while excitement dominated social media, opportunities to get close to the drivers remained notoriously exclusive and limited.As a Ferrari Innovation Partner, Shell wanted to leverage their motorsport partnership, to turn this homecoming into a shared celebration for the drivers and their Malaysian fans.Rather than limiting the experience to a select few, we wanted to find a way for more Malaysians to play a personal role in this historic occasion. One that would bring more fans closer to their drivers.We wanted to turn fan anticipation into meaningful participation by giving Malaysians a chance to leave their mark and welcome back their favourite drivers.

Solution:

Fan-Fuelled Fabric transformed the written words of Malaysian Ferrari fans into a bespoke piece of wearable art, making typography central to a personal tribute for Lewis Hamilton and Charles Leclerc. Shell invited Malaysians to submit their messages and well-wishes, turning the written expressions of fans into the raw material for the design. Over a thousand messages and usernames were then distilled into a batik-inspired print featuring the hibiscus, Malaysia's national flower. Working with local designer Jeffery Goh of inisaya, these words were crafted into two bespoke racing jackets that brought together typography, fashion, motorsport and Malaysian heritage. The jackets were personally presented to Hamilton and Leclerc during an intimate fan meet-and-greet. The story continued across social media, inspiring organic demand for a limited public release, now in development.

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