Gucci Flora I Feel Love
Gucci Flora, a scent launched by Italian fashion house Gucci, was promoted in a television commercial featuring the music of Donna Summer, the directing talent of Chris Cunningham and Australian model Abbey Lee. The spot won a Gold Film Lion at Cannes International Advertising Festival 2009 for Best Use of Music.
The commercial focuses on the nature of the scent. Australian model Abbey Lee, surrounded by endless field of pink flowers, gently inhales the fragrance from a single flower. She is caressed by the scent as she in turn sensuously conducts and manipulates it through the field. Her movements become ever more hypnotic as the intensity increases, until the final rush overwhelms her completely and her dress bursts into an intensely beautiful butterfly effect of fabric, light and petal.
Click on the image below to play the ‘behind the scenes’ video.
The Gucci Flora campaign was developed by Gucci creative director Frida Giannini with staff at REM Ruini e Mariotti, Rome, including executive creative director Riccardo Ruini, planner Olivia Mariotti, account manager Elisa Faustini
Filming was shot over four days in Latvia by director Chris Cunningham via FilmMaster Milan and RSA Films London with producers Monica Riccioni and Alessandro Bonino, and editor Danny Tull. The spot used over 20,000 fake flowers. Cunningham worked with Donna Summer in Nashville to record and remix a new version of her 1977 hit “I Feel Love”.
Click on the image below to play the video.
Post production was done at Golden Square London, by Flame Artists Harry Jarman, Mark Beardall and Fasa Oyibo, 3D artist Dave Child, and post producer Rachel Stones. Telecine was carried out by Adam Scott at The Mill, London
Riccardo Ruini who developed the concept for the commercial with Giannini and Cunningham, explains the evolution of the film…
“Foremost in our minds was a desire to avoid the heroine being perceived as passive or dreamy. We wanted to portray the female as an active character who brings to life in an active way the Flora personality by controlling the nature around her. We also felt it was important to demonstrate a movement of the female from mademoiselle to empowered woman; a woman initially delicate and feminine transforming into someone stronger and more powerful.”
via Dazed Digital