Warm & Fuzzy Adds Zip to McLaren’s F1 Season Debut
By Chandler Atton & Anthony Vagnoni
When you mention the terms ‘warm and fuzzy,’ people tend to get certain ideas in their heads. Think teddy bears, Hallmark made-for-TV movies, stuff like that. But race cars, hip-hop infused athletic apparel and craft beers? Not so much. Yet it’s in this brand universe that the creative studio Warm & Fuzzy seems right at home. This Culver City-based studio has cranked out high-voltage work for brands like Porsche, Under Armour, Crocs, Founders Brewing and more. Most recently, it helped the McLaren launch its 2025 Formula 1 team with an anthem video, “Never Stop Racing,” that was screened live at the O2 in London and has been many more times online.
With a specialty in VFX, animation and design, Warm & Fuzzy manages to overlap industry roles and definitions, functioning as a hybrid production and creative resource for its clients. And the studio last year expanded into live entertainment, creating LED visuals for Pearl Jam’s latest tour. Their ability to move between advertising, experiential storytelling, and high-profile brand collaborations has helped set them apart.
The Howler recently took a pause from its fixation with NASCAR to shift gears and focus on F1 in our wide-ranging conversation with Co-Founder & Creative Director Andrew Jerez, who launched the company with partner John Bashyam.
How did this project come about?
Andrew: McLaren approached us after seeing our previous work and recognizing our expertise in animation, narration, and storytelling. They shared their vision for the launch, and we saw an opportunity to push creative boundaries. Through extensive research and inspiration, we developed a bold concept, presenting a carefully curated mix of mood boards, motion studies, and a clear creative direction - capturing McLaren’s essence while delivering something fresh and unexpected.
F1 is big biz these days, with stars flocking to events in places like Miami and Las Vegas. What did McLaren want W&F to convey in creating this hero film for the ‘25 season?
Andrew: They approached us with a clear yet flexible vision: a one-minute heritage piece that would be both thrilling and deeply rooted in McLaren F1’s legacy. They wanted an homage to the legendary racers, iconic cars, and defining eras that shaped the team’s dominance, while giving us the creative freedom to shape the narrative. We felt it was a rare and rewarding opportunity.
As the project evolved, the ever-changing F1 landscape, client feedback, and technical considerations influenced the film’s final direction. While it shifted slightly from our original pitch, the core remained intact - a dynamic, visually striking tribute that resonated with McLaren, F1, and the sport’s passionate global audience.
Looking at your reel, there’s work for brands like Crocs, Under Armour and Skittle. Do you position yourselves as experts in fashion, sports, pop culture apparel and the like? How does W&F present itself to clients?
Andrew: We see ourselves as experts in creative content - regardless of execution. While we stay deeply attuned to cultural trends, our focus is on pushing beyond them to create something fresh and unexpected.
We love the crafts of animation, design, and VFX, but creativity is at the core of everything we do. Our approach is adaptive, shaping our capabilities to fit each project’s needs. Whether delivering high-end VFX for a commercial or developing an entire campaign, we don’t confine ourselves to a single lane - we thrive at the intersection of strategy, design, and storytelling.
Speaking of clients, do you traditionally work directly for brands, or do you partner with agencies? Is W&F a one-stop solution, offering strategy, creative, production and post?
Andrew: We’ve continuously evolved, expanding our capabilities to stay sharp, attract top talent, and grow as a company. What began with animation, design, and VFX has naturally expanded into production and strategy, allowing us to shape ideas from concept to execution.
And we take pride in working with both brands and agencies, each offering unique opportunities and challenges. Direct-to-brand projects allow us to craft a vision holistically, while agency collaborations let us enhance an established direction with our creative expertise. Whether handling a project end-to-end or contributing to a larger campaign, our focus remains the same: delivering impactful, standout work.
There’s a certain ‘demented toy box’ motif to Warm & Fuzzy’s own branding and self-promotion, as seen on your IG feed. How does the scary teddy bear vibe influence your work? Your culture?
Andrew: It’s punk rock at its core - a deliberate departure from the polished sameness that dominates the industry. This energy fuels both our work and culture. We embrace playfulness but refuse to play it safe. We challenge norms, experiment fearlessly, and inject personality into everything we create. Whether it’s animation, design, or full-scale campaigns, our goal is to surprise, disrupt, and create work that sticks with people.
What’s next for Warm & Fuzzy? What are your plans for the company as the media landscape gets more fragmented, and brand content is showing up everywhere?
Andrew: We’ve officially secured a retainer relationship with Founders Brewing Company as their creative agency, which is incredibly exciting. We’re currently developing bold, unconventional campaigns that push boundaries and truly stand out. With their trust and creative freedom, we’re bringing our full vision to the table - and making the most of it.
Looking ahead, our focus is on continuous evolution. You’re right, the media landscape is more fragmented than ever, but with that comes opportunities for brands willing to take risks. Our goal is to stay agile - tapping into trends when they matter while ensuring our work remains fresh, unexpected, and distinct. In a world of increasingly homogenized content, differentiation is everything. We’re here to shake things up.
