In honor of Gucci’s new digital campaign, creatives around the world are taking over the brand’s Snapchat today to celebrate its Ace low-top tennis shoe. On July 21, Gucci quietly rolled out its #24HourAce campaign throughout its social media channels, but today, the artists are giving the world a personalized glance at their take on the Ace.
Also featured on Gucci’s website, the #24HourAce videos are part of a new Instagram-based project in which the artists “adopt the Ace as a symbol of never-ending action,” Gucci explained in a release. Creatives — including filmmakers, animators, embroiderers and muralists — were asked to make a short film (up to 60 seconds) with the Ace sneaker as the theme.
The artists behind #24HourAce were given an hour today to take over Gucci’s Snapchat to explain their collaborations with the brand. The posts began pouring in from Tokyo at 5 a.m. CET.
Making use of Snapchat’s latest feature, which allows users to upload their saved content onto their stories, the artists gave Snapchatters behind-the-scenes imagery from the making of their videos.
Later Snapchats featured artists in Berlin, Milan, London, Dublin and elsewhere, with today’s coverage to end in New York.
Artists both created artwork inspired by Gucci’s previous collections and added their own artistic touch to the Ace sneaker.
“Creativity is often born and finds its voice in digital media, a vital source of visual culture,” Gucci creative director Alessandro Michele said on his brand’s website.
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