Last year, Gucci’s campaigns took us on unapologetically retro journeys which travelled to outer space and saw models befriend tigers in the streets of Rome. Key references were the sci-fi work of Ray HarryHausen, and the 70s Northern Soul scene. For its new Spring/Summer 2018 campaign, Gucci also travels through time, for a campaign that mixes both ancient and futuristic references.
The brand has collaborated with Spanish artist and illustrator Ignasi Monreal to create a series of paintings, inspired by classic artworks, which place designs from the collection in surreal tableaux; girls go fishing for aeroplanes in the clouds and mermaids gaze dreamily into their cell phones.
The digital paintings will be used across the brand’s print and social campaigns, and even feature on Gucci Art Walls, murals in Milan and New York.
A campaign film, shown below, sees Ignasi introducing his paintings in the ‘Gucci gallery’. He draws the viewer’s eye to “highlights that make colours sing” and the subtle use of “Renaissance gold”, all in the stylised manner of the 70s TV art shows.
The spot ends with him stepping into, and becoming a part of a painting – one inspired by John Everett Millais’ Ophelia. All very whimsical, all very Gucci.
Agency: Simmonds Ltd
Art Directors: Christopher Simmonds, Arthur Davison-Sharp
Director: Jeremy Valender, Pundersons Gardens