Ford Men’s Nikola Jovanovic features in a video treatment for the Gucci Cruise F/W 10 campaign by Mert Alas & Marcus Piggott in which a billboard is accorded godlike status over the mere mortals ambling in its shadows. OK, these are no mere mortals, but professional models including our very own 6’2″ (188 cm) Serbian and the gorgeous Raquel Zimmerman who is represented in her native country by Ford Models Brasil. Nevertheless the gravity surrounding the billboard nestled in a leafy residential grove situated high above a busy roadway is undeniable and would no doubt prompt the sort of self-doubt previously unthinkable for the monolith of Stanley Kubrick‘s 2001: A Space Odyssey. With an already strong print campaign as Gucci F/W 10 is it is no surprise that in the video Mert & Marcus’s imagery is so literally quoted in the form of a billboard rather than simply parading the models in the looks for fall. It’s a subtle device, but no less powerful in driving home the full force of the Italian house’s F/W 10 message. And, hell, Nikola could not be a more suitable vehicle for this message!
Credits include: Campaign, Gucci F/W 10; Photography, Mert Alas & Marcus Piggott; Styling, Emmanuelle Alt.