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GUCCI Changemakers

Client 

Industry

Fashion, Social Impact

Service

Project Management, Video Production, Content Creation

About

The Gucci Changemakers program provides grants of $50,000 to students and nonprofits who
use the power of art and culture to change the world. Their team came to us to create an announcement video to promote and inspire people
to apply for the fourth and final iteration of the project. With the announcement, they wanted to emphasize the role that creativity plays in redesigning a world that serves everyone and highlight creatives and artists, depicting the passion, the storytelling, the power art, culture and creativity has in the work of shifting narratives and humanizing complicated social, cultural, and political issues.

 

The goal was for the video to serve as a call to action for people to apply and attract the largest pool of applicants possible for the final round of
the program.

My Role

My role in this project was to:

  • Act as the lead project manager and client lead 

  • Conduct outreach and interviews for potential directors, directors of photography and talent

  • Create a pitch deck of ideas for the hero video 

  • Co-write the script that was performed by the voice actor

Creative

Final Video
Overview of Deliverables
  • Our team worked with Gucci to approve the director, DP, talent, locations, music, and voiceover artist 

  • We conducted multiple rounds of edits on the video with the Gucci team and production teams

  • Final deliverables included:

    • [2] 60 sec Hero Video with and without captions formatted for YouTube, Instagram, Gucci Equilibrium website, Facebook and LinkedIn

    • [2] :30s Launch Video with and without captions formatted for YouTube, Instagram, Gucci Equilibrium website, Facebook and LinkedIn

    • [6] :10-:15c snackable videos with and without captions for Snapchat Tiktok and Ig stories

    • [6] still, high-resolution JPEG images from the Full Length Video suitable for posting on Instagram feeds and other social media posting platforms.

Results

  • We confirmed established luxury fashion director, Bon Duke, as our lead director 

  • Content was featured in several publications including WWD and Essence Magazine

  • Within the first week of release, the Gucci team saw an increase in applications in comparison to the previous year

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