For Netflix documentary, White Hot: The Rise & Fall of Abercrombie & Fitch, director Alison Klayman and her team at Second Nature Films partnered with Brooklyn-based creative agency And/Or to create the main titles and graphics. Both are demonstrated in the above sizzle.
The package grabs many of the things people remember about the ‘90s shopping-mall anchor – six-pack abs, beautiful young people, its signature scent – and places them in collages against a faded red, white and blue palette.
“We jumped at the chance to turn the traumatic memories we collectively had about the store – the abs! The prep! The scent!— into cheeky collages,” said And/Or Creative Director Kelli Miller in a statement. “We love Alison’s work and are thrilled to help bring the doc to life.”
The main titles also clue viewers into the principles that made Abercrombie a popular brand among highschoolers at the time – heritage, elitism, sex and exclusivity. The documentary explores how the ideals that helped the brand shoot to the top ultimately brought it down as information about how A&F treated its young employees came to light.
“We leaned into the all American heritage of the store through a red, white and blue palette while playfully juxtaposing diagrams, images, and language to support the film’s examination of A&F’s idealized beauty standards,” said Miller. “Many, many, pictures of abs later, this has become one of our favorite projects to date.”
White Hot: The Rise and Fall of Ambercrombie & Fitch premiered on Netflix on April 19.
Creative Director: Kelli Miller
Executive Producer: Diana Mandelare-Au
Senior Producer: Virginia Galvan
Production Coordinator: Hannah Glaser
Art Director: Namita Devadas
Design: Natalie Hawkins, Erica Heathcote, Josh Krauth-Harding, Noah Watson
Lead Animator: Terra Henderson
Animation: Whitney Theis, Hawkins, Krauth-Harding, Watson