Abercrombie & Fitch • City on The Down-Low

Target Cities: Boston, Chicago, Los Angeles, Nashville, New York City, Portland, and Seattle

Our Role

  • Curate and execute authentic Micro-experiences in key markets
  • Content development and distribution supporting new A&F identity

Campaign Objectives

  • Re-establish the brand as “cool” among active post-college millennials.
  • Support launch of new branding and identity centered around tagline: This is the time.
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What We Did

DoStuff worked with The Richards Group to support Abercrombie & Fitch's new brand position: This is the Time. Designed as a call to action and local extension of TRG's national rollout strategy. Our campaign engaged millennials aged 21-24. Through a dynamic experiential and editorial campaign. DoStuff established a positive and new relationship between A&F and local adventures in target cities.

The mission of This is the Time campaign was to create everyday adventures within the 7 cities that our audience can experience. Uncovering hidden gems, creating every day adventuress and experiencing exclusives offers- all curtesy of Abercrombie and Fitch.


2.6 Million

People Reached


Hours of time spent with A&F Content


Redemptions across 29 activations in 7 cities

How We Did It

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Branded Content

Keeping Abercrombie & Fitch top of mind at every turn. We created adventure guides that showcased hidden gems in the city. Engaging our audience, to experience the city in the most authentic way.

Social Media & Email

Unlocking hidden gems at every swipe. We leveraged our media platforms and social voice to immerse our audience with native Abercrombie & Fitch content.

Custom Branded Video

Local Influencer Engagement

Localized Experiences



Whether you want to work with us on telling your brand's story in our cities or you just want to say hi, please fill out this form and it will reach the appropriate person at DoStuff. We’ll get back to you shortly!