Luxury Italian fashion house Gucci leveraged Super Bowl LVII through the release of a short film created in collaboration with GQ Magazine and fronted by LA Rams star Jalen Ramsey who interviews himself about the key moments in his life and career while dressed in Gucci.
Titled ‘A Hero‘s Journey, Ramsey plays the twin roles of host and guest in a talk show-style interview. The spot, which dropped on 10 February (48 hours ahead of the Big Game), is structured in chapters and explores intimate details of his life whilst the roar of a crowd and the buzz of news reporting sit in the audio background.
The creative, which rolled out across the fashion brand and athlete ambassador social platforms, was developed in a media collaboration with GQ Sports and the styling (by Stylist Cece Liu) and retro designs in each scene act as an homage to Ramsey’s youth.
Directed by Ebeneza Blanche, the NFL cornerback (who won last year’s Super Bowl) reminisces about the start of his journey, his key influences, the importance of family and outlines his future goals.
Each chapter in the brand’s sports led series explores the lives of modern athletic icons: asking ambassadors from around the world to share their often-challenging road to the top, while simultaneously showcasing key looks from the latest Gucci Cruise 2023 collection.
“Shooting a film for Gucci has always been an aspiration of mine and for this to have become a reality really is a dream come true,” said Director Ebeneza Blanche (who is arguably best known for music videos with the likes of Little Simz and Skepta). “I’m also grateful to have gained a lot of insight into a sport I knew little about before working on this project. I can now proudly call myself a Rams fan.”
The marketing burst was produced by Smuggler where the team working on the project included Executive Producers Elizabeth Doonan and Luigi Rossi, Producers Manny Caston and Luca Chapman, Production Supervisor Gianfranco Svagelj, Assistant Production Supervisor Camil Michalczuk, 1st AD Tanner Williams, 2nd AD Luiggi Svagelj
The campaign was created for a Gucci marketing team which included Director Global Entertainment Industry Relations (Men) Sogol Akbary, Global Product Marketing Coordinator Cecilia Della Costanza, Director of Social, Influencers and Digital Content Fiorella Kibongui.
The GQ team at Condé Nast included VP and ECD Rebecca Mason, Head of Production Jude Spour, Creative Director Modesta Dziautaite and Associate Creative Director Ilona Mcllwain.
Others working on the campaign included DP Gus Bendinelli, 1st AC Q Rodriguez, 2nd AC Meriel O’Connell, DIT Emilio Mejia, Photographer Danielle Alston, Photo Assistant Dylan Peterson, Head Op Chris Toth, Drone Alec Helm, Gaffer Kay Zhou, Production Designer Miranda Lorenz, Art Director Hensel Martinez, Set Decorator Dani Broom-Peltz, Leadman Logan Blue, Prop Master Layla Kornota, On-set Dresser Grant Ebert, Set Dressers James Cowan, Rolando Cosio, Heidy Orellana and Kyle Kaminsky, Shopper Danielle Filosa, Hyphenate Jonathan Villalobos, Celebrity Groomer Jazzy Thomas and Make-up Artists Yuriko Bondies.
Comment
More typically thought of as the territory of sportswear giants like Nike and Adidas, the Super Bowl has become an all-round entertainment extravaganza and contemporary cultural moment and is thus a platform for fashion brands as well as sports ones.
Indeed, GQ Sport used Super Bowl 2023 to remind followers about its 2020 cover star Patrick Mahomes and in terms of its relationship with other US sporting icons in January it rolled out its Style Hall Of fame cover series with US sports legends Deion Sanders, Allen Iverson and Derek Jeter.
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