Gucci has recruited cult classic film director Harmony Korine to shoot two campaigns. The campaigns feature celebrities, wild parties, and tacky vacation vibes.
Harmony Korine's filmography includes the very influential movies “Kids,” “Gumo,” and “The Spring Breakers.” His films tell stories of the harsh realities of the American experience, often through poor youth. This visual signature includes cinema verite style camera work that makes you feel like you are in the room with the actors. When you watch his work for the first time, it often feels like you are watching a documentary.
Gucci's two collaborations with Korine are an about-face to this expression of poor American youth. The campaigns both include bright still photography and campaign videos that tell the story of lavish youth enjoying island life.
This first campaign Gucci Cruise dropped in early October and features Gucci Mane and Iggop going to a lavash pool party. Korine captures energy in this imagery that feels like a party from The Great Gatsby. Along with the film and hero photos, Korine also shot a collection of decadent, colorful jello molds. The Gift-Giving campaign features youth and elderly models enjoying a holiday-themed cruise.
Why is this relevant? While Korine is not known for photography, he is known for creating authentic gritty images that pull you in. He is also known as a prolific storyteller. Personally, I think film direction and the photography industry are melding. Brands want their still content to match their moving content and vice versa. To me, these videos feel like very sophisticated event recaps. I see so many event videos that are filled with the bells and whistles of drone and gimbal shots but fell flat because of the lack of human energy in the actual content. Korine's work should inspire you to worry less about camera tricks and more about capturing an excellent performance and an authentic moment.