Gucci | Guilty
Following Fuel's work on the feature film THE SPIRIT (2008), the company continued its work with the legendary Frank Miller with whom Gucci had partnered to direct their new campaign for fragrances G11 (Woman) and G12 (Man). Exuding Miller’s graphic comic book signature style, Fuel designed and created a 'futuristic art-deco' 3D city.
Dave Morley was Fuel’s VFX Supervisor on ‘The Spirit’ so was entrusted with the task of translating the same style for the Gucci campaigns.
“I want Metropolis to rise again” were Frank Miller’s first words when we jumped on the phone to him. The city needed to be Metropolis but more modern, so we coined the architectural style “future deco” in our discussions. Frank wanted the city to have the same aesthetics as the city he built for The Spirit but transported from the gritty realities of Manhattan to a future world where architectural time had stopped.
Through a consultative design process, we developed the city as one cohesive place and employed two ex-architects who had recently worked on ‘Superman Returns’ to help design key buildings that would be prominent throughout the commercial.
Fuel also needed to help conceptualize the city’s road system. It paid homage to the roadways in Metropolis and became a key ingredient in the look and design of each shot.
Filming was done at Cinecitta Studios in Rome over 4 days. Shot by DOP Guillermo Navarro on a Panavision Genesis camera, the crews were fantastic to work with and were tireless in their efforts to make everything possible and easy. Setting up each shot was made just that much more simple due to previz planning.
Back at Fuel in Sydney, our crew were busy working on the builds of the city. The CG city was essentially textured in Maya and rendered out of Mental Ray with compositing done in Shake. Extensive atmosphere was created from a mix of either live action shot elements or CG generated that was then composited into the city.
Fuel’s lead Colourist, Karen Fabling created a predominant desaturated look whilst retaining more colour in certain areas of the characters that Frank wanted - namely jewelry, hair colour and skin tones. Further sculpting of light and shadow was done to enhance the visuals in a signature ‘Frank Miller style’.
Agency: REM, Rome
Think Cattleya & RSA London
Director: Frank Miller
Frida Giannini / Gucci
Riccardo Ruini / REM Ruini e Mariotti
Fuel VFX Supervisor: Dave Morley
Fuel CG Supervisor: Simon Maddison
Fuel Executive Producer:
VFX Art Director:
VFX Production Designer: