Gucci’s latest project, named #24HourAce, includes a number of artists that have each taken over Gucci’s Snapchat account for one hour. Throughout the day, artists from around the world posted content on Snapchat to illustrate and explain how they have collaborated with Gucci focusing around the famous tennis shoe, the Ace sneaker. This classic style serves as a canvas for Creative Director Alessandro Michele’s creativity through the offer to customers of a programme of decoration and embellishment.
Each participating artist was asked to make a short film of up to 60 seconds in length, using the Ace sneaker as the theme. The resulting videos were posted on Gucci’s Instagram account and Gucci have also created a micro-site to house the work at www.gucci.com/24hourace.
The #24HourAce initiative follows on from Gucci’s previous collaborative work on Instagram with the two #GucciGram projects. Here, image-makers were invited to imagine artworks featuring the Gucci Blooms, Gucci Caleido and Gucci Tian motifs. #24HourAce has taken this concept and applied it to the moving image, from stop motion and animation, to narrative-based filmmaking and the creation of animated artworks.
As with the previous Instagram projects, the focus is on a global perspective. Creatives involved range from the talented Korean longboarder Hyo Joo Ko to the contemporary New York-based New Gothic artist Sue de Beer, from Norwegian Snapchat star Geeoh Snap to Brazilian street artist Ananda Nahu and Hong Kong director Frank Nitty, who mixes pop culture and vintage references in a surreal way.
