Gucci

Jul 2024

Gucci's Rosso Ancora 2024 ad campaign serves as a masterclass in modern luxury beauty, stripping away extraneous noise to focus entirely on the house's signature crimson hue. Under the vision of creative director Sabato De Sarno, the campaign leans into a sharp, editorial minimalism that celebrates the art of the portrait. Through the lens of photographer Ezra Petronio, the imagery oscillates between intimate, high-fashion beauty shots and meticulous product stills, creating a cohesive visual language that feels both timeless and urgent. The campaign features a diverse cast, including Abbey Lee Kershaw, Fadia Ghaab, Jiahui Zhang, and Nyajuok Gatdet, whose striking features are brought to life through precise studio strobe lighting. This technical choice emphasizes the rich matte red lipstick—the collection's hero—while highlighting the metallic sheen of the gold hardware. Art direction by Lolita Jacobs and Jean-Baptiste Talbourdet-Napoleone ensures that the framing remains disciplined, often utilizing large, crisp typography to anchor the composition. By pairing deep, textured backgrounds with a monochromatic color palette, the campaign emphasizes the brand's heritage through the embossed double-G logo while keeping the focus squarely on the product. The result is a highly polished commercial aesthetic that balances iconic branding with a contemporary editorial sensibility, solidifying the Rosso Ancora collection as a definitive statement in the high-end cosmetics landscape.

Commercial

Studio strobe

Cosmetics, Beauty