COMMERCIAL · 2026
Gucci Flora
The Direction
A fragrance ad that feels like a memory you never had. No product shot, no literal translation of the brief. Just the feeling Gucci Flora is trying to sell. That was the only instruction I gave myself.
The Process
A self-directed spec ad with one question: can a single director with AI tools produce something that belongs in a Gucci campaign? The visual language came from studying the brand before generating a single frame. Their palette, their light, their sense of feminine excess held in check by restraint. Every keyframe had to earn its place in that world.
The Result
A spec piece that demonstrates what AI direction looks like at brand level. Not a demo of the technology. A demo of what happens when the technology is directed.
Watch the Film