Condé Nast partners with Gucci for film series
23 Stories, Conde Nast's film production company, has partnered with Gucci to release a film series promoting the luxury brand's 2016 Pre-Fall collection.
The four episode series is set in NYC and directed by Gia Coppola. It is called a modern day take on the classic Greek romance “The Legend of Orpheus and Eurydice.”
“This is the most creatively ambitious branded project we’ve embarked on to date,” said Bob Sauerberg, president and CEO of Condé Nast. “23 Stories worked closely with our brands, from development through production, to ensure that we assembled the right talent and concepts to create a series with true cinematic quality. The project truly combines Condé Nast’s powerful storytelling capabilities with Gucci’s renowned brand ethos, on a grand scale.”
Alessandro Michele, Gucci's creative director, was heavily involved, including creating a custom 10 foot veil for the lead, Lou Doillon, to wear in the series. Academy Award-nominated costumer Arianne Phillips styled the project.
Marco Bizzarri, Gucci President and CEO, commented, “Digital narrative – whether through film, social media or native journalism – is the way that Millennials in particular like to be engaged today. Consequently, this type of innovative approach to digital marketing will certainly play an increasingly important part of our strategy going forward.”
The full series will be marketed across Conde Nast's digital brands globally, and will be available exclusively on Conde Nast's sites including Vogue, Vanity Fair, GQ, the New Yorker, W, and Pitchfork. It will also live on Gucci's website.
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