Today, 27th July 2016, a number of artists will participate in Gucci’s latest video project, #24HourAce, in which each is invited to take over the House’s Snapchat account for one hour. Throughout the day, artists from around the world will post content on Snapchat to illustrate and explain how they have collaborated with Gucci. The posts will begin with one from Tokyo at 5am CET and end with one from New York City hours later, traversing the globe in between.
The artist collaborations themselves are available to view on Instagram. Published a week before today’s Snapchat celebration, the #24HourAce videos are part of a new Instagram-based project constructed around the House’s 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.
Now, the canvas has broadened: Gucci invited a group of creatives from around the world to contribute a visual collaboration. 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.
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. Those participating work in a variety of different ways, 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.
All were invited to use the Ace sneaker as a point of departure for self-expression, which is one of the key tenets of today’s Gucci.
