Gucci
This achingly stylish, gold-drenched fever dream was Nicolas Winding Refn's first foray into advertising, coming hot on the heels of his feature-length cult hit Drive.
Set in the LA hills at the iconic mid-century Sheats Goldstein Residence and starring the leading starlet of the moment, Blake Lively, the concept leaned into the dark allure of old Hollywood glamour, filtered through Refn's trademark saturated visual language and cinematic stillness.
Our treatment had to bring together these two disparate worlds, blending Refn's unflinching style with the ultra-premium luxury of fragrance advertising. The visual references channelled noir-esque film, '80s fashion, opulent textures and cinematic lighting. Less was always going to be more in the design, which was carefully curated to complement these elements in a slick, minimalistic layout using gold accents. We also worked closely with Nicolas and production on writing the treatment.
Having the opportunity to work with Nicolas in his pomp was a thrill for us, and the treatment opened doors for us as well as paving the way for future collaborations with NWR and his production company Loveboat. We can safely say this was one of the projects that set us on the trajectory we're on today