Gucci‘s latest video project, called #24HourAce, bowed Wednesday with a number of artists participating by taking over the brand’s Snapchat account for one hour. Throughout the day, artists from around the world posted content on Snapchat to illustrate and explain how they have collaborated with Gucci, inspired by the brand’s Ace sneaker.
The collaborations are visible on Instagram. Published a week before Wednesday’s Snapchat celebration, the #24HourAce videos are part of a new Instagram-based project revolving around Gucci’s staple tennis shoe. Creative director Alessandro Michele has expanded the classic design and offered customers special decorations and embellishments.
Each participating artist was asked to make a short film of up to 60 seconds in length, using the Ace sneaker as the theme — the resulting videos were posted on Gucci’s Instagram account.
The #24HourAce initiative follows the two #GucciGram projects, also a collaboration with Instagram, where artworks featured the Gucci Blooms, Gucci Caleido and Gucci Tian motifs.
The #24HourAce project sees artists participating in a variety of different ways, from stop-motion and animation to narrative-based filmmaking and the creation of animated artworks.
Among those involved are Korean longboarder Hyo Joo Ko; contemporary New York-based New Gothic artist Sue de Beer; Norwegian Snapchat star Geeoh Snap; Brazilian street artist Ananda Nahu, and Hong Kong director Frank Nitty, who mixes pop culture and vintage references in a surreal way.
Gucci has also created a micro-site to house the work at http://www.gucci.com/24hourace