Bjørn-Erik Aschim of London-based animation studio The Line directed one of this season’s more distinctive animated campaigns.
The campaign, promoting Gucci’s spring and summer collection, is based on the digital illustration of rising 22-year-old Spanish painter Ignasi Monreal. Aschim and The Line added subtle movement that preserves the character of Monreal’s work, while adding an extra layer of drama and surreality.
All the animation for the campaign is collected in the video above, but that is not the original presentation of the campaign. The different animated segments were used online, as well as presented on LCD screens in Gucci store window displays, and jumbo video billboards in different locations worldwide. Monreal’s illustrations were also presented as multi-story murals in London, Honk Kong, New York, and Milan, among other cities.