Chris Cunningham’s Gucci commercial
Ninja April 15th, 2009
Oh my gosh, Chris Cunningham creates some brilliant, drool-worthy work! My jaw dropped when Penguin showed me this commercial for Flora, a new Gucci fragrance. Starring Australian model, Abbey Lee, the commercial was shot over four days in a Latvian field of over 20,000 fake flowers. This commercial is so perfect set to a ghostly version of the Donna Summer song, I Feel Love.
Foremost in our minds was a desire to avoid the heroine being perceived as passive or dreamy. We wanted to portray the female as an active character who brings to life in an active way the Flora personality by controlling the nature around her. We also felt it was important to demonstrate a movement of the female from mademoiselle to empowered woman; a woman initially delicate and feminine transforming into someone stronger and more powerful.
– Riccardo Ruini
You can read more about the commercial at DazedDigital.
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