Following on from the Gucci Cruise 2017 Campaign, Studio RM continued our collaborative relationship working with Glen Luchford and Simmonds Ltd for the Spring Summer ’17 Campaign. With creative direction from Alessandro Michele, the campaign mirrored the inspiration of the collection. An ode to the generations of intellectuals and artists that considered Rome to be home, the campaign celebrates the eccentric and surreal time of the 70’s.
Entirely photographed using an old 35mm Contax G2 camera, which adds to the aesthetic, the campaign was shot at various locations around Rome and featured wild cats such as lions, tigers and leopards. The complexities of the shoot required Studio RM to be on location to offer technical and creative support. Whilst overseeing all the processing and scanning during the shoot so that quality checks, reviews and edits could be made in real time; Studio RM worked closely with Glen Luchford and the creative team progressing through stages of work prints and composites, discussing subtle variations which were all tied to the original concept and employing creative techniques in printing and enlarging to reach the final picture.