You’re not seeing things. Or maybe you are. The latest Gucci campaign film is called “Gucci Hallucination,” and it will have you stepping into an artist’s shoes, just for a brief moment. Artist Ignasi Monreal, who created the “Utopian Fantasy” ad campaign artwork for the designer’s latest collection, literally takes viewers through paintings in order to see their inner workings.
“A Gucci Hallucination, the Spring Summer 2018 campaign imagines paintings that feature imagery from classic artworks with characters dressed in the collection’s colorful and printed designs by Alessandro Michele,” the brand shared about this campaign. “Inside Gucci’s art gallery, Ignasi Monreal plays the curator, walking us through his campaign illustrations.”
Even though it seems like the artist is stepping through canvases and into his subjects’ living and breathing worlds, this is all part of the brand’s digitally altered reality.
“Describing the paint colors used in his works it’s an ironic twist on the reality: all of the illustrations were created digitally,” Gucci shared. “Among the young artist’s framed pieces include mermaids on a rock in ice-skater inspired gowns; women fishing in the clouds for airplanes and a knight on horseback carrying the new Ophidia tote, while a castle stands on an island suspended in the air. At the end of the film, Ignasi steps into the lily covered pond his own painting—inspired by the work Ophelia (1852) by John Everett Millais—to help the tragic beauty dressed in Alessandro Michele’s gold sequinned dress—out of her watery grave.”
To watch the Gucci Hallucination short film, press play below.
In addition to this new campaign film, Gucci has also unveiled two more custom art walls for the SS18 season created by Ignasi Monreal. You can find one in New York City, and another in Milan, Italy.
If you want to see their larger-than-life beauty in person, you can really interact with these spaces by visiting them. Just like the Gucci Hallucination video, but in real life!