Dazed

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Flora by Gucci Commercial Has Super Powers

“Foremost in our minds was a desire to avoid the heroine being perceived as passive or dreamy. We wanted to portray the female as an active character who brings to life in an active way the Flora personality by controlling the nature around her. We also felt it was important to demonstrate a movement of the female from mademoiselle to empowered woman; a woman initially delicate and feminine transforming into someone stronger and more powerful. “


When I checked out my friend's blog, the material boy, I saw one of the most unusual and complimentary commercials for the new fragrance of Gucci, Flora directed by the legendary Chris Cunningham. The flowery atmosphere that has been created along with the fiery sun, the beautiful Australian model Abbey Lee and the soft voice sensuously arousing all senses. It seems like if she is possessed by the devil, but in this case it's the fascinating odour she inhales which makes her loose her consciousness. As if this sweet poison has embraced her soul and is in control transforming her into a flower among thousand of others abounding her. This commercial reminds me of the book Perfume, which I'm reading currently, very mystique though! In total there were 20.000 flowers used to create the film field. ◆


“The main drive was to create a deep poetic feeling rather than something simply romantic, a word that doesn’t fit in the Gucci code. The choice of using Chris Cunningham fit perfectly with this concept,” says Ruini. “Chris added a lot to the original idea, making the whole project more majestic and cinematic. We strive to give as much creative space as possible to great directors that are involved in our projects so we avoid setting limitations at the outset. Chris developed the initial storyboard by adding his own principles and aesthetics.”


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Dreamlike, Martin De Thurah

''I don't think I've reached what you could call conclusions, and why should I?'', ''In my work I've looked inside several existential states of mind but you never stop learning about the world and trying to become a part of it, part of the universal understanding.'', he says.

The Danish artist on  feature films and director of music videos and short films, Mister De Thurah is trying to  move on  from his childhood sentiment taking the nostalgia with him. The action director has just finished his most recent disturbing dark promo called ''When I grow up'' for Fever Ray's. His work consists of eerie memories from his youth. Two of his short video's: Young Man Falling and We who stayed Behind (do watch these two!), which have flabbergasted everyone. I liked Young Man Falling very much. His short movies express the troubles and joys of adolescents. So clear, fresh and crispy. His artistic vision has truly mesmerised me. However I don't really like his latest film compared to his previous one. 

''I've been working with ideas around youth and identity for about three years now,''says the softly -spoken de Thurah from Copenhagen. ''I find the turmoil and mess you're in when you start growing up endlessly interesting. It's crazy battle being young which makes for some juicy material as a director- happy tears, loving laughter, red cheeks, suicide, girls breasts starting to grow, not really''  ◆

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