Gucci Spring/Summer 2016 Ad Campaign Film

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Spring Summer 2016 Gucci’s campaign film, inspired by the visual language and aesthetic of German 80s pop culture, directed by Glen Luchford. The campaign was shot in Berlin, with scenes captured at dawn on the rooftop of the Maritim Hotel, designed by architect Aldo Rossi in the 80s. The soundtrack “Goodbye Horses” is performed by female vocalist Q Lazzarus. Producer William Garvey wrote “Goodbye Horses” in 1988 about transcendence over those who see the world as only earthly and finite. In Hindu philosophy horses represent the five senses, and the song references the ability to lift one’s perception above these physical limitations and see beyond this perspective.

Photographer: Glen Luchford
Creative director: Alessandro Michele
Art director: Christopher Simmonds
Music: “Goodbye Horses” Q Lazzarus / William Garvey

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