MCLAREN X TUMI

In partnership with Gobind Singh and Aryan Ahuja, our collective practice “Quircc” collaborated with Brian Boyages and the Global Marketing team at TUMI to create a series of films for TUMI’s global social presence. We developed a campaign centered around TUMI’s collaboration with Lando Norris and McLaren Automotive at the 2023 Singapore Grand Prix. This involved concept development and storyboarding in close collaboration with Sahil Singh, as well as designing a custom helmet and race suit, along with character animation. The centerpiece of the film was a transformer‑style sequence, where one of the suitcases from the TUMI McLaren Collaboration Collection morphs into a McLaren Artura and drifts away through the streets of Singapore.