In honor of Gucci’s new digital campaign, creatives around the world are taking over the brand’s Snapchat today to celebrate its Ace low-top tennis shoe. On July 21, Gucci quietly rolled out its #24HourAce campaign throughout its social media channels, but today, the artists are giving the world a personalized glance at their take on the Ace.
Also featured on Gucci’s website, the #24HourAce videos are part of a new Instagram-based project in which the artists “adopt the Ace as a symbol of never-ending action,” Gucci explained in a release. Creatives — including filmmakers, animators, embroiderers and muralists — were asked to make a short film (up to 60 seconds) with the Ace sneaker as the theme.
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Sammy Slabbinck (@sammyslabbinck) for #24HourAce De collage van Sammy Slabbinck is een combinatie van vintage foto’s met moderne composities, die een nieuw soort nostalgie creëert. De retrovormgeving van Slabbinck past perfect bij de #GucciAce. Hij zet de schoen in scène alsof deze een ster is in een reismontage met animatie uit het midden van de vorige eeuw, met vintage voice-overs en Technicolor opnames van vliegtuigen en vliegvelden die worden afgewisseld met borduurwerk van bijen en bloemen. De zowel oude als nieuwe #GucciAce sneakers zijn tijdloos. #24HourAce – @lrsphm Belgium-based Sammy Slabbinck’s collage mixes vintage photographs with contemporary compositions, creating a new kind of nostalgia. Slabbinck’s retro stylings pair perfectly with the #GucciAce. He casts the shoe as the star in an animated travel montage drawn from the mid-century, with a vintage voiceover looping over technicolor shots of planes and airports, interspersed with bee and flower embroidery. Old as well as new, the #GucciAce sneakers are a timeless vehicle for movement. #24HourAce – @lrsphm See more #24HourAce videos through link in bio.
The artists behind #24HourAce were given an hour today to take over Gucci’s Snapchat to explain their collaborations with the brand. The posts began pouring in from Tokyo at 5 a.m. CET.
Making use of Snapchat’s latest feature, which allows users to upload their saved content onto their stories, the artists gave Snapchatters behind-the-scenes imagery from the making of their videos.
Later Snapchats featured artists in Berlin, Milan, London, Dublin and elsewhere, with today’s coverage to end in New York.
Artists both created artwork inspired by Gucci’s previous collections and added their own artistic touch to the Ace sneaker.
“Creativity is often born and finds its voice in digital media, a vital source of visual culture,” Gucci creative director Alessandro Michele said on his brand’s website.