Creative Direction
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The goal of this project was to direct a cinematic short film for Gucci’s collaboration with The Shoe Surgeon, highlighting a collection of basketball sneakers crafted entirely from upcycled materials. Each design represented a different era—past, present, and future—and the campaign aimed to merge sustainability, innovation, and luxury craftsmanship into a single visual narrative.
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CREATIVE DIRECTION
SCRIPT WRITING
PRODUCING
COMMERCIAL DIRECTION
CLIENT RELATIONSHIPS
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Press:
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OVERVIEW ​
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Background
Gucci partnered with The Shoe Surgeon to reinterpret the basketball sneaker through an upcycled lens. Each pair in the collection drew from a distinct period in time, celebrating the evolution of design and material reuse. The campaign was developed to premiere in Gucci’s Rodeo Drive store, offering an immersive experience that aligned with the brand’s creative sustainability ethos.
Objective
As Director, my goal was to create a film in which each scene embodied the sneaker’s design philosophy and its relationship to time. Set in a mid-century modern home, the film visually blended eras—contrasting the warmth of the past with the sleek minimalism of the future.
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Past: The first sneaker, constructed from vintage scraps, was displayed within an upcycled television reimagined as a planter, mirroring the floral details of the shoe and the nostalgia of its craftsmanship.
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Present: The narrative then abruptly cuts to NBA player Kyle Kuzma, humorously playing golf—a deliberate “What the” moment. This reflected the sneaker industry’s “What the Scrap” ethos: a chaotic, experimental blend of leftover materials. In this sequence, an upcycled wheel randomly selects patterns as clocks spin beneath it, symbolizing chance, time, and creative collision.
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Future: The futuristic sneaker appears within a digital computer screen, its reflective surfaces and vibrant tones hinting at what’s ahead for sustainable design.
The film concludes as it began—at dusk—bringing the narrative full circle, much like the fluidity of time itself. The soundtrack echoed this cycle, blending techno synths (a relic of past futurism) with upcycled clock samples, reinforcing the theme of repurposing sound, style, and material.
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Results
The final piece ran in Gucci’s Rodeo Blvd store for an additional for two weeks than the original intended date. It served as both an art installation and promotional film. It seamlessly unified fashion, storytelling, and sustainability, while visually reflecting Gucci’s ongoing commitment to craftsmanship and innovation.
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The film concludes as it began—at dusk—bringing the narrative full circle, much like the fluidity of time itself. The soundtrack echoed this cycle, blending techno synths (a relic of past futurism) with upcycled clock samples, reinforcing the theme of repurposing sound, style, and material.
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Results
The final piece ran in Gucci’s Rodeo Blvd store for an additional for two weeks than the original intended date. It served as both an art installation and promotional film. It seamlessly unified fashion, storytelling, and sustainability, while visually reflecting Gucci’s ongoing commitment to craftsmanship and innovation.
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