Inspired by press conferences in Hollywood in the 70s and 80s, Chinese actress Ni Ni appears in the new Gucci Eyewear Fall Winter 2018 campaign.
The social media focused campaign, art director Christopher Simmonds, was tailored for Instagram and features Chinese actress Ni Ni in a short film directed by photographer Colin Dodgson. The pumpkin velvet curtain backdrop coupled with an oversized floral arrangement, a fern, and a bevy of microphones are one of the smartest sets of the season. Dodgson makes great use of combining close-up details shots with jerky camera motions that bring it back to the 70s. That coupled with the backing track “Big City” by 1960s British Merseybeat band, The Swinging Blue Jeans, known for their hit singles “Hippy Hippy Shake” and “Good Golly Miss Molly,” is a perfect one-two combination. Toss in a few vintage flash bulbs, crowd sound effects, and Ni Ni to wrap it all up with her sophisticated smile, and you’ve got a solid campaign on your hands.
Models Eli Epperson, Fisher Smith, Sedona Legge, and Stella Lucia also chime in to give the campaign some legs and showcase the breath of offering.
https://www.gucci.com/us/en/st/stories/advertising-campaign/article/fall-winter-2018-nini
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