Gucci - Fiat 500

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Credits
Creative Director: Remi Paringaux - MERI Media
Producer: Romain Choay - Spun Films
DOP: Kit Fraser
App Development: Phil Salt - Great Fridays
Edit/ VFX: Miland Suman - Loco
Colourist: Tom Balkwill - Dirty Looks
Exec Producer: Chris McKeeman
The first issue of the Gucci Style App, interactive shopping magazine has won top billing at the iTunes Store. Featured as app of the week for its first two consecutive weeks of release, Gucci’s Style App for iPad and iPhone is the latest exciting project for Loco and Dirty Looks with clients Remi Paringaux, Creative Director of MERI Media, producer Romain Choay of Spun Films and Phil Salt from digital agency Great Fridays.
While maintaining a significant presence in print and video campaigns, Gucci has begun to take its high-end glossy look to interactive platforms with the help of MERI Media. Vanguards of the digital publishing revolution, MERI Media has helped Gucci secure the coveted top ranking in the UK & US app charts. The app is a “shoppable” magazine combining fashion, editorial, music, geo-location tips, interactive videos, and social media. Video content includes the Pre-Fall Collection, top picks from Frida Gianini, Creative Director of Gucci, as well as promos for the launch of Gucci Children’s Collection: Playground and the Special Edition Gucci Fiat 500 customised car.
For the Pre-Fall Collection, models were specially flown in from Florence for a London green screen shoot. Loco composited the live action footage into a CGI background of stone columns and corridors. Our seamless, looping sequences for each of the ten pre-Fall clips gives users a view of a continuous catwalk for each outfit in Gucci’s latest collection.
Frida’s Picks, filmed in Gucci’s Florence Studio, allows users to interact with the videos of models by swiping their finger across the touch screen to direct the models to pose, twirl or walk across the screen. For these five videos, Loco worked with 4K Red files from the green screen shoot and composited them into a high res photo of Berlin airport.
For Gucci Fiat, Loco’s VFX team worked with the live action footage to correct digital artifacts and allow the car to be seen at its very best. Tom Balkwill used Baselight to colour grade each of these videos along with the digital commercial for Gucci’s first children’s collection. The elegantly designed Gucci Style app is fun to play with and oozes desirability. We look forward to working with Gucci’s partners at Spun, MERI and Great Fridays on more video content as new collections are unveiled.
To download the Gucci Style App visit the iTunes store.