In a luxury campaign that embraces the spiritualist movement of the 60s and 70s, Italian fashion house Gucci celebrates the launch of its Spring/Summer 2018 watch and jewelry collection. The promotional initative employs renowned American actress Tippi Hedren — best known for her role in Alfred Hitchcock's thriller 'The Birds,' to be "a mysterious fortune teller" that beckons visitors and reads their future via crystal balls and palmistry.
When considering what the marketed product is, Gucci's luxury campaign is not only well-shot and interesting, it is also extremely effective. It puts focus on the action — which is a mystical reading, while also drawing the camera lens to the aesthetic of the hands and wrists, where the label's new collection is displayed.
Psychic-Inspired Luxury Campaigns
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