Italian production: Film launches fashionable car

Italy – Film director Chris Sweeney has made a playful video for the launch of the Fiat 500 by Gucci car illustrating the coming together of the two brands.

The film shows shoes and handbags being fed through a production line, and emerging transformed into car components in a process resembling a scene from a laboratory.

‘I wanted a fun way to show Gucci and Fiat coming together to make one car,’ Sweeney tells LS:N Global. ‘As a kid I was obsessed with Charlie and The Chocolate Factory and Airfix kits, so I wanted it to look like an austere fashion version of that. Willy Wonka had a crazy machine in his factory that looked liked hands punching under fabric.’

This is a compelling example of a brand using the mechanics and language of science. The trend is explored further in our Mad Science design direction.