Freepik: Imagen 4 + SeedDance | LumaLabs | Udio | After Effects
Luxury fashion house GUCCI has long been known for its offbeat, surrealist advertising. In response to their often cryptic and boundary-pushing fragrance campaigns, I created GUCCI: WORMS a speculative parody that leans all the way into the idea of “earthy notes.”
This conceptual campaign reimagines a luxury scent born from the soil itself; unapologetically natural, raw, and absurd. The visuals are a tongue-in-cheek nod to how high fashion flirts with discomfort. They evoke the typical beauty ad; models posed in ethereal water among lily pads; except here, they’re casually adorned with worms. The contrast between pristine styling and squirmy intruders amplifies the campaign’s surreal tension.
