Conde Nast, Gucci Partner For Film Series

Condé Nast and Gucci today announced the release of a branded content original film series in support of Gucci’s 2016 Pre-Fall collection.

“This is the most creatively ambitious branded project we’ve embarked on to date,” stated Bob Sauerberg, president and CEO of Condé Nast.

The four episode series is created by the 23 Stories x Condé Nast studio and directed by Gia Coppola.

The full series is available across Vogue.com, VanityFair.com, GQ.com, NewYorker.com, WMagazine.com, Pitchfork.com and Gucci.com.

Joe Libonati, VP of corporate communications at Condé Nast, told Publishers Daily that the series will be marketed globally across these Condé Nast digital brands, both online and on social media, as well as across Vogue China and Vogue Japan.

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In a statement, Gucci president and CEO Marco Bizzarri suggested that this type of “digital narrative” content is a way to attract millennials, a demographic which primarily prefers to engage with video and social media.

“This type of innovative approach to digital marketing will certainly play an increasingly important part of our strategy going forward,” he stated.

Bizzarri added that the reach of these six Condé Nast brands will help target the right audience across geographic regions and platforms “in an authentic way.”

The series is described as “a modern interpretation of the classic Greek romance ‘The Legend of Orpheus and Eurydice,’" set in present-day New York City.

Gucci creative director Alessandro Michele was also behind the project, starring Lou Doillon. Academy Award-nominated costumer Arianne Phillips styled the series, which was shot in five different locations across New York City and the surrounding area.

 
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