First debuted in 2016, Gucci continues to create hype for its iconic sneaker Ace with the second chapter of #24HourAce, which is an Instagram-based project.
Like the first chapter, the fashion brand has invited a troop of creative minds to make a short film or animation for its iconic sneaker, shining a light on the evolution of the digital landscape. It is a departure from its previous chapter, which it is significantly influenced by the rise of digitalisation and Autonomous Sensory Meridian Response (ASMR) shaped content this time, reflecting the playful personality of Gucci Ace.
Gucci has only released the videos of 12 artists out of 20 thus far. Watch all the 12 videos below.
Esteban Diácono
Prior to his collaboration with Gucci, Freelance motion designer Esteban Diácono has worked with Iris van Herpen for a sneak peek of her new couture collection. In his #24HourAce video, the designer translates the motion of jellyfish into an invisible character.
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Oh Jia Hao
An art director based in Singapore, Oh Jia Hao renders the Ace sneaker with the squishy characteristic of gummy bears. In the video, the Ace sneaker is seen chopped by a blade topped with a gummy bear.
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Diana Didi Rojas
Teaming up her twin Marc Rojas, Diana Rojas, who is known for creating ceramic sculptures of designer items including the Margiela Tabi and Balenciaga’s Triple S, is commission by Gucci to make a stimulated pair of Gucci Ace sneaker.
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Daniel Lam
Hong Kong-based 3D animator combines immaculate design code with soft hues to create aesthetically pleasing visuals. In the Ace sneaker video, he parades his ingeniousness with an idea of a jelly-like Ace sneaker being hit by a barrier.
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Andreas Wannerstedt
A feast for the eyes, Stockholm-based artist Andreas Wannerstedt has created a buzz on internet with his otherworldly animations that are composed from playful geometric shapes and harmonising colour palette. In the #24HourAce video, he imagines the sneaker being sliced and breaks into fragments.
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Aleia Murawski
Miniature mastermind Aleia Murawski gained traction with its lifelike miniatures that are housed in a stupendous setting. In the #24hourace video, the mastermind presents the Ace sneaker in a lucid dream, covered in green slime.
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Alex Frost
Featuring the white noise of bubbling water, London-based visual artist Alex Frost interprets the #24hourace video with his mastery of “wet unboxing”.
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James Kerr
James Kerr, also known as Scorpion Dagger, makes a living by creating snide animations from Renaissance paintings. The #24HourAce video by the artist sees people and Ace sneaker frolicking in a shindig.
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Taje’Nae Abram
With the rise of ASMR trend on social media, Gucci jumps on the bandwagon and collaborates with the curator of @floralfoamgenie to make a video of her stepping on a Gucci web stripe-decorated floral foam.
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Gustavo Torres
Originated from the capital of Argentina, art director Gustavo Torres has worked with big names like Maroon 5, The Chainsmokers, Noah Cyrus and others. The Gucci #24HourAce video by the established motion designer is an imagined factory that produces Gucci Ace sneakers.
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Jamie Wolfe
Jamie Wolfe, a freelance animation director turns heads with her signature fusion of frenetic characters and vivid colour scheme. Working with the Italian fashion house, she pares down her quirkiness and opts for a lively and fun direction.
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Kensuke Koike
Born in Nagoya, Japan, photographer Kensuke Koike turns his hobby, hand cuts vintage photographs and transform them into abstract artworks, into meal ticket. In the Japanese artist’s video sees a pair of Gucci Ace sneakers oscillating, taking inspiration from Hollywood dance.
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