GUCCI MX CAMPAIGN
Gucci 2020
The Incredible Story of Gemini, Nokia and Athon is a comic book, available in both print and digital formats, created for Gucci and chosen as the main medium to launch Alessandro Michele’s global Gucci MX campaign. The project was conceived as a creative response to the limitations imposed by the pandemic, which made it impossible to organize photoshoots, meet artists, or host traditional fashion shows.
In the comic, the protagonists travel through time and space wearing pieces from the collection, conveying the campaign’s message through both visual and textual storytelling. In collaboration with Frankenstein Magazine, I worked on writing the story, selecting the illustrators, and overseeing the campaign on social media. The comic was distributed free of charge via vending machines placed in some of Milan’s most iconic locations. This project redefined the boundaries of fashion communication, merging storytelling, art, and design to create a cutting-edge experience.