Gucci - Don't Run
About
Influential, innovative, and progressive, Gucci is reinventing a wholly modern approach to fashion. The House has redefined luxury for the 21st century, further reinforcing its position as one of the world’s most desirable fashion houses. Eclectic, contemporary, romantic—Gucci products represent the pinnacle of Italian craftsmanship and are unsurpassed for their quality and attention to detail.
Brief
AKQA Amsterdam asked us to work on the sound design of these three different films, crafted by three different CG artists.
Execution
The campaign is based on the three stages of creative flow – Pause, Perform, and Play. Here’s how we approached the music and sound design for each stage.
Pause
For the Pause video, we aimed to create a soundscape that gently guides the viewer from the real world into the world of creative flow. We used subtle musical elements and blending sound effects to create a zen-like atmosphere. We aimed to help the viewer disconnect from their surroundings and, through a lush melody, become fully immersed in the world of getting into the flow, ready for the next step.
Sound at the speed of culture
Amp.Amsterdam // The Sonic Branding Company, with offices in Amsterdam and New York, is a music and sound partner for brands, ad agencies, and production companies.
Amp.Amsterdam develops sonic identities for brands, produces and licenses music for commercials and films, is a sound design and audio post-production company, and manages music rights. Amp.Amsterdam works for brands like Webex, Zespri, Bol.com, Gojek, Coca-Cola, Albert Heijn, Greenpeace, and Audi.
Utilizing its global network in the music industry and its partnership with Universal Music Group, Amp.Amsterdam is a conduit that brings the best songs, artists, composers, producers, and studios from every corner of the world to any project or client.
Together with our strategic partner Ambassadors we deliver integrated creative services on sound and image.
Please contact our Brand Client Manager Maurice Paans for any questions or requests.
