Directed by Condé Nast Digital Britain’s video team, with British GQ editor in chief Dylan Jones serving as executive producer, the video project is a sequel to the four-part series created by Condé Nast in the U.S. and Gucci last year. The U.S. film series was inspired by Gucci’s pre-fall collection, which was directed by Gia Coppola. The project was the first branded content program for Gucci and the New York-based publisher.
The British effort is called “The Performers” and is a five-part series that follows the journey of five men — an actor, architect, artist, chef and musician — across various locations they personally chose which reflect their creativity and inspiration.
The first two shorts — both of which are less than five minutes long – will be screened today, while the subjects of following the three films will be unveiled in April.
Bobby Gillespie, the lead singer of Primal Scream, and the Michelin-starred Italian chef Massimo Bottura will feature in the first two films and were both styled by Gucci creative director Alessandro Michele.
The first film will show Gillespie as he travels to Tangier, Morocco. It is centered on his personal hero, the French writer and poet Jean Genet, who opted to be buried in the city. Gillespie spoke of how Genet inspired his work. “He went to prison,” Gillespie said in the film. “He was a thief. He used language to write his way out of prison; we dreamed our way out of Glasgow. I can relate. Genet, he made betrayal a virtue. Never wanted to be controlled by anybody or anything. He had such a strong belief in individual freedom. I think it’s a beautiful thing. You can’t crush the human spirit. Live and let live.”
Meanwhile, the second movie features Bottura, who addresses his love for jazz music and is filmed in Italy in cities such as Milan and Modena. “This is my life since I was 14,” Bottura said. “I started collecting jazz. And once you’re into jazz you can’t leave.” The chef at Osteria Francescana looked to musician Thelonious Monk. “Monk was very technically trained, but he broke all the rules,” he says in the movie.
The movies will be showcased across GQ’s global platforms as well on Gucci’s on Friday. The company calls it a “multifaceted concept across native and display.”
“This collaboration presented a wonderful opportunity to showcase culturally relevant talents who inspire us, markers of taste, class and creativity,” Jones said.