Gucci Hallucination

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The one-liner: The web experience to promote the partnership between artist Ignasi Monreal and Gucci creative director Alessandro Michele, for the brand’s Spring Summer 18 collection

The context: A truly integrated campaign that first appeared as billboards in Milan and New York, my focus here is the immersive, 360-degree animations that are available in browser on the brand’s site

Why it’s great: This is the essence of new Gucci personality; fun, colourful and kitsch, brought to life in an unusual way. Applying parallax scrolling, interactive elements, and clickable links to buy, this is a beautiful example of e-commerce for the modern age

The takeaway: A partnership needs to run from product all the way through to promotion, and films aren’t the only way to bring it to life

 

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