The brands latest campaign, “The Ritual” is created by models!
Necessity is the mother of invention. Brands are compelled to think outside the box and creativity is thriving during quarantine. Tapping into that energy, Gucci’s latest Fall/Winter 2020 advertising campaign, “The Ritual,” explores the idea of looking at things from a different point of view.
Shot in the comfort of their own homes, the Gucci models were given the creative freedom to be the authors of the new campaign. Delphi McNicol, Mae Lapres, Amanda Ljunggren, Vaquel Tyies, Lawrence Perry and Josefine Gronvald’s self-portraits and video clips reflect a series of images that are playful, deeply personal and honest. Using their imagination they transform their homes into creative laboratories and narrate their life as they go about gardening, knitting, cleaning, sunbathing, skateboarding indoors, hanging out on the roof of a building or jumping off a bed — adorned in Gucci’s runway collection.
“I decided to let the clothes travel towards the houses of the cast of models – the characters that have embodied my stories for years; individuals I chose precisely, over time, for their uniqueness that usually brings my campaigns to life” explained Creative Director Alessandro Michele. “I asked them to represent the idea they have of themselves, to go public with it, shaping the poetry that accompanies them. I encouraged them to play, improvising with their life.”
Set to the song “Alright” by Supergrass, the campaign film compliments the stills — it’s playful and exudes sense of freshness, freedom and joy.
Creative Director: Alessandro Michele – @alessandro_michele
Art Director: Christopher Simmonds – @christophersimmonds
Photographer/Director: models
Hair stylist: models
Make up: models
Music credits:
“Alright” Supergrass
(Gareth Coombes, Daniel Goffey, Michael Quinn)
© 1995 EMI Music Publishing Italia Srl on behalf of EMI Music Publishing LTD
(P) 1995 The Echo Label Limited, a BMG Company, courtesy of BMG Rights Management (Italy) srl
Text: currentMood – @currentmood.mag
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