Gucci has joined the virtual reality (VR) craze with a campaign for its pre-fall 2017 collection. Titled Soul Scene, Gucci’s first virtual reality film was shown at the Mildmay Club in Stoke Newington, London.
Inspired by Gucci’s creative director Alessandro Michele’s collection, the film follows dancers at a nightclub and shows their moves from an interactive 360-degree view.
Through the dynamic, interactive motions of VR, art director Glen Luchford’s camera explores freedom of expression through song and dance. The advertisement is a nostalgic look-back to England’s underground Northern Soul Movement of the 1960s, and has us suitably piqued about what the new collection has to offer.
The VR version of the film is available on Gucci’s homepage and will be promoted in 17 countries via Facebook.