FAKE/NOT
GUCCI (2020)
Was hired by the agency Saint Mucho to develop ideas and animate graphics for Gucci’s upcoming “Fake/Not” campaign. The product line features the words “FAKE” printed in bright yellow, embracing the brands self-awareness and mocking the black market for counterfeit garments.
The starting frame is a kaleidoscope where only the main image is the original (unmarked). We didn’t have a video of the lips so I used a still photograph and animated it to resemble camera shake.
The concept of the comic book was one of the first ones to make the edit, but the magnifying glass didn’t come until the very end. I was originally going to make a lollipop that unwrapped to be reveal the ruby.
I wanted to start with the original piece (rather than a lollipop), to then reveal the word “FAKE'“ (which is not engraved on the real product).
(Design process)
I chose the painting and the butterfly page as two items that help envision the idea of fake and collectibles. In both cases, we know the presence of the products is not real, but the product itself is real.
For the ending shot I dress three sculptures, and reveal the last one to be wearing sandals through a device that I have not been able to find references for, but I’m sure belongs to my childhood cartoon memories.
I also designed every individual sticker that fills the screen in the end (except for Gucci logos and trademarks themselves).
