Wouldn’t it be marvelous if we could command nature to our like? Tell the winds where to go, and wreak mild visual havoc to suit our mood! Well, that’s exactly what happens in this ad for Gucci’s fragrance Flora.
Directed by one of my uber favorites Chris Cunningham, it was filmed in a cornfield in Latvia adorned with over 20.000 fake flowers, during 4 days (you can check a making of here).
The idea behind the ad was described as follows by Gucci head honchos:
“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.
The main drive was to create a deep poetic feeling rather than something simply romantic, a word that doesn’t fit in the Gucci code.”
The track featured is Donna Summer’s 70’s disco hit “I feel love”, which was remixed by Chris Cunnigham himself. Apparently he has discovered this love of music production recently, having also produced the recently released/leaked/whatever The Horrors sophmore album…but hey if movie stars can decide to be all over the place, why not directors?…maybe next we’ll have a CC clothing line!
This wasn’t the first time Gucci has enlisted a director with a different type of vision. Their ad for Gucci by Gucci was directed by bizarro meister David Lynch (just followed him on Twitter, he talks about the weather a lot!), which is probably why the ad feels like a glammed up version of one of those Twin Peaks paralell dream visions…