By Kenneth Richard | The Impressionist
The measurement of success is ultimately in sales, but if viewership is any indicator, then Gucci’s first cosmetic campaign line with its supporting campaign, “Stolen Moments,” is destined to be a best seller as the video racked up 5.8MM YouTube views in just 5 weeks.
The piece stars granddaughter to film icon Grace Kelly and fifth in line for the Monaco throne, Charlotte Casiraghi and is directed by fashion’s own creative director Fabien Baron. Fabien’s cinematographer of choice is Darius Khondji, who is known for his work on Se7en, Midnight in Paris, Panic Room, To Rome with Love, and the recent Prada: Candy short. The still campaign was shot by Mert Alas & Marcus Piggot and highlights the cosmetic line which the house of Gucci developed in partnership with make-up maven Pat McGrath.
The viewer is taken from the golden hues of Charlotte’s opulent boudoir where she beautifies to the black and white world of her luxurious daily life from chauffeur driven Bentleys to flashbulb worthy evening events. The visuals, pacing and editing of the piece are flawless and well in synch with the musical choice of Sia Furler’s ‘Breathe Me’.
Beauty is frankly a difficult product to showcase, requiring the presentation of both the product itself and how the product transforms the wearer. And in the case of Gucci, projecting the aspirational yet sexy tone of the house, which The Impressionist feels, has not been played up enough in recent years. The team at Baron & Baron delivered a stellar launch to this collection, which should be a big hit for this holiday season. And one we hope leads to a future of more risqué “Stolen Moments.”
Agency | Baron & Baron
Film Director | Fabien Baron
Creative Director | Fabien Baron
Cinematographer | Darius Khondji
Photographer | Mert Alas and Marcus Piggott
Model | Charlotte Casiraghi
Make-up | Pat McGrath
Music | ‘Breathe Me’ by Sia Furler