The tale of a worldly, self-made mystery man highlights the timelessness, quality and detail of Gucci tailoring. A cab ride in London, a shoe shine in New York, and a Tokyo barber set the scene for a narrative that creates a powerful and lasting visual impression of the Gucci man.
Meri re-interpreted the Gucci universe for mobile and tablet, elevating and transforming conventional feature formats and product shoots for the full potential of digital commerce.
As the first luxury brand to engage customers in this format, Gucci Style has grown 1.5 million unique users per month and a bank of 500,000 users registered for push notifications.
Meri realised a 360 campaign for Gucci to raise awareness around the brand's expertise in men's tailoring. Beginning with a film for which we imagined the man behind the Gucci suit, linking London, New York, Tokyo and a mysterious cosmopolite, we told his story via an elegant and subtle cinematic treatment. We then translated the film into a world of collateral for boutiques, print, social media and digital advertising.
Photographer: Lachlan Bailey Stylist: Robbie Spencer
To introduce Gucci’s Bamboo Shopper and Lady Luck bags, we created a film that follows a surreal game of seduction and pursuit. We wove together the unmistakable Savoy Hotel, London, a film noir world of femme fatales, paparazzi and old world glamour, building intrigue and surprise around the product.