EXCLUSIVE: Gucci x Fiat Film

Will Davidson directs a film evoking iconic car pursuits from 60s and 70s cinema

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To celebrate both Gucci’s 90th anniversary and the 150th year of a unified Italy, the firm’s creative director, Frida Giannini, has collaborated with international man of mystery and heir to the Fiat legacy Lapo Elkann to create the Fiat 500 by Gucci, a new style icon in the world of automobiles. Among a handful of films produced in honour of the two brands is this Will Davidson-directed clip. The film is a playful chase between dark and light on an open, expansive landscape, evocative of iconic car pursuits from 60s and 70s cinema.

I am pleased to collaborate with this group of creative visionaries and to view each of their interpretations of the 500 by Gucci. This project has allowed us to explore the many facets of contemporary travel style

Screened for the first time this week at the Independent Ideas headquarters in Milan, at an event in the presence of Lapo Elkann, Sozzani and Sweeney, Gucci creative director Frida Giannini said, "I am pleased to collaborate with this group of creative visionaries and to view each of their interpretations of the 500 by Gucci. This project has allowed us to explore the many facets of contemporary travel style."


Director: Will Davidson
Starring: 500 Gucci Convertible supplied by Fiat Automotive
Fashion director: Katie Shillingford
All clothes by: Gucci Spring/Summer 12
Models: Dempsey Stewart, Emma Wahlberg, Merilin Perli and Naomi Preizler at Marilyn, Paris
Music: Daniel Lea with guest vocal by Jess Bryant
Production: Laura Holmes Production Ltd
Director of photography: Sam Goldie
Editor: Holle Singer
Colourist: Gabriele Turchi
Casting director: Shaun Beyen
Special projects manager: Trevor de Cotta
Hairstylist: Chi Wong and Julian Watson Agency
Make-up artist: Hiromi Ueda at Julian Watson Agency
Location Manager: Toby Cook
B camera operator: Jon Priddle
Focus puller: Anna James
Digital imaging technician: Andrew Trewartha
Assistant to the digital imaging technician: Lincoln Waldron
Tracking vehicle driver: Lee Bagley
Grip: Bobby Williams
Precision drivers: Abbi Collins and Stephanie Carey
Post production supervisor: Alan Lopez at Consulate
Assistant editor: Stephanie Brinson
Wardrobe assistant: Nell Kalonji
Hair assistant: Susanne Lichtenegger
Make-up assistant: Nobuko Maekawa

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