How about them Gucci Ace sneakers, huh? In 2016, they helped bring the fashion world to its knees by playing an important role in kick-start the millenial-focused creative drive that has launched the Italian brand to the summit of the industry.
Helping make the splash was an Instagram-based project – #24HourAce – which saw the brand invite a group of creatives from around the world to participate in visual collaborations with Gucci inspired by the Ace’s codes, colours, graphics and design elements. And now they are doing it again…
Dropping the ‘second chapter’ of the #24HourAce project, a new collective of artists have made a short films or animations using the Ace sneaker as the theme in an exercise designed to reflect the way in which the digital landscape has evolved over the past three years.
Among the multi-national creatives involved include the Argentinian motion graphics designer Esteban Diacono, whose work is strangely disconcerting and Daniel Lam from Hong Kong, a 3D animator whose colourful, stylised universe is hypnotic and satisfying. Some, like New Yorker Didi Rojas (pictured above) —who makes ceramic sculptures of shoes—work in a representational way, while others adopt a more surreal approach, like Japanese artist Kensuke Koike, who makes photographic collages.
The project will be showcased across all of Gucci’s social media channels and will also have a dedicated microsite online.