The Spring 2020 campaign from Gucci Eyewear is a paradoxical dream of fun under the sun.
Conceived by the brand’s venerable creative director Alessandro Michele, the social-media based campaign is shot on a sunny Mediterranean beach. But, in typical Gucci fashion, what might have been a normal day at the beach is bathed in a dream-like mystery. The bathers are fully clothed in eclectically elegant Gucci lewks. Their attitudes are impenetrable; we can tell that they are happy and are there for a purpose, but it never becomes clear what that could be. Bubblegum is heavily featured.
One of the most noteworthy aspects of the campaign is the music featured in the two short films. Written by Spyros Giasafakis, a Greek composer who combines Ancient Greek compositional techniques and instrumentation with modern folk sensibility, the song really works to evoke a sense of mystery and wonder.
The campaign manages to fit perfectly into the Gucci vision by using just a few simple elements. These pieces elegantly combine to create a well-realized world somewhere between dreams, reality, and fantasy.
Gucci Creative Director | Alessandro Michele Music | Daemonia Nymphe ‘Hypnos’ composed by Spyros Giasafakis, performed by Spyros Giasafakis and Evi Stergiou Ancient Greek Kitharis | Spyros Giasafakis Voices, whispers | Evi Stergiou