Mario Sorrenti's current campaign for Gucci eyewear carries on the brand's recent minimalist trend. The photos, which were taken in an all-white studio, highlight the new collection's modern designs. The images are accompanied by a video that provides a meta-perspective on the photography process and features cast members' abstract musings on perception.
Although the ad has a strong visual presence and is skilfully executed, it falls short of Gucci's previous reputation for depth and narrative. Although refreshing, the simple look comes across as a little formulaic. Though thought-provoking, the accompanying video falls short in telling a gripping tale or making an emotional connection.