Gucci Fall 2018 Eyewear Campaign starting Ni Ni

Gucci | Fall 2018 Eyewear Campaign starting Ni Ni

It would appear that the team at Gucci Eyewear is prepared to answer any questions in their latest Fall 2018 ad campaign inspired by 70s press conferences.

The social media focused campaign, art director Christopher Simmonds, was tailored for Instagram and features Chinese actress Ni Ni in a short film directed by photographer Colin Dodgson. The pumpkin velvet curtain backdrop coupled with an oversized floral arrangement, a fern, and a bevy of microphones are one of the smartest sets of the season. Dodgson makes great use of combining close-up details shots with jerky camera motions that bring it back to the 70s. That coupled with the backing track “Big City” by 1960s British Merseybeat band, The Swinging Blue Jeans, known for their hit singles “Hippy Hippy Shake” and “Good Golly Miss Molly,” is a perfect one-two combination. Toss in a few vintage flash bulbs, crowd sound effects, and Ni Ni to wrap it all up with her sophisticated smile, and you’ve got a solid campaign on your hands.

Models Eli Epperson, Fisher Smith, Sedona Legge, and Stella Lucia also chime in to give the campaign some legs and showcase the breath of offering.

Overall the campaign is another feather in Gucci’s hat for well concepted narrative that supports a specific product category. The only question The Impression would like to ask is if Simmonds and Alessandro Michele are comfortable painting the best roadmap for other fashion houses to follow.



Gucci Creative Director | Alessandro Michele
Agency | Simmonds ltd.
Creative Director | Christopher Simmonds
Photographer | Colin Dodgson
Talent | Ni Ni
Models | Eli Epperson, Fisher Smith, Sedona Legge, Stella Lucia
Stylist | Jonathan Kaye
Hair | Alex Brownsell
Makeup | Niamh Quinn
Manicurist | Jenny Longworth
Casting | Barbara Nicoli
Music | “Big City” The Swinging Blue Jeans
© Publishing Brian Engel Ltd
(P) Blue Raincoat/Kobalt