Gucci: Loafer 70th Anniversary

Gucci asked us to create a global campaign to celebrate the iconic Loafer’s 70th anniversary and imagine its future under the lens of its new CD. We positioned the loafer as a marker of modern taste – casting emerging cultural figures in the UK and China, Paul Mescal and Xiao Zhan, to embody its new era. We turned their intimate moments into Moments – a reflection of the brand’s pared back but still bold new direction. I acted as Creative Lead on the campaign, from pitch to briefing and overseeing storyboard, set design, styling and lighting – art directing on-set in Beijing.