Stage twelve
- Creative Direction
- Experiential Installation
- Campaign Concept & Development
- Set & Installation Design
- Film & Photography
Stage Twelve presented Gucci’s FW25 collection as an unfinished performance caught between rehearsal and spectacle. Models moved through a raw studio set marked with tape, scaffolding, and lighting rigs, collapsing the line between backstage and runway. The campaign embraced imperfection, positioning Gucci as a house willing to stage process as spectacle.
A/M built the campaign on the tension of rehearsal vs. final show. Film sequences captured candid gestures — models waiting, adjusting, preparing — while stills emphasized sharp tailoring against raw set structures. Lighting was intentionally exposed, with crew and stage markings left visible. The design concept elevated the overlooked machinery of fashion into cultural iconography.
Stage Twelve ran across Vogue Runway, Another, and i-D, with a digital-first rollout that included a behind-the-scenes film blending documentary and campaign footage. Large-scale images appeared in Milan and New York, showing scaffolding wrapped in Gucci’s FW25 silhouettes. The campaign was praised for reframing rehearsal as art, offering audiences a glimpse into fashion’s in-between spaces.
- Creative Direction — A/M
- Set & Installation — Es Devlin Studio
- Film & Photography — Willy Vanderperre
- Styling — Gucci Global Team
- Postproduction & Motion — A/M
- Production — A/M
