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Gucci “Gucci and Beyond” 2017

Gucci “Gucci and Beyond” (2017) is a Gucci commercial directed by Glen Luchford for Simmonds Ltd., produced by Partner Films. It won one award: Ciclope 2017 Gold Fashion Films Production Design.

Gucci models travel through space and time, encountering aliens, dinosaurs, and classic movie monsters, all while showcasing the brand's latest collection in a retro-futuristic, B-movie inspired adventure.

Video: GUCCI on YouTube

Shot by shot

  1. Four models in elaborate Gucci outfits materialize in a futuristic red room with a control panel, as a hand presses buttons.© Gucci0:05
  2. A male model with silver-painted skin and a red suit stands in a futuristic, dimly lit corridor, looking directly at the camera.© Gucci0:10
  3. A man with a mohawk and a woman in a dress walk through a rocky, alien landscape with red skies.© Gucci0:13
  4. Two green-skinned alien women with blonde wigs and elaborate sunglasses look around a spaceship bridge.© Gucci0:18
  5. Three people in colorful, retro-futuristic outfits are in a spaceship control room, with one person in red falling out of their chair.© Gucci0:19
  6. A woman in a retro-futuristic orange jumpsuit and helmet walks towards a door, which reveals a giant cat's face as she opens it in a spaceship interior.© Gucci0:25
  7. A wide shot shows a red, brain-like object on the ground, surrounded by fog and dark, indistinct shapes, in a mysterious, otherworldly setting.© Gucci0:29
  8. A cow stands in a field as two people in elaborate costumes run past it, carrying luggage, in a wide shot.© Gucci0:36
  9. Two people in retro-futuristic outfits run from a large dinosaur in a rocky, arid landscape under a cloudy sky.© Gucci0:40
  10. A dinosaur, resembling a Tyrannosaurus Rex, stands in a desert landscape, roaring with its mouth wide open under a cloudy sky.© Gucci0:44
  11. A person with long blonde hair and a studded red outfit screams, holding their hands to their temples in a red-lit control room.© Gucci0:54
  12. A creature from the Black Lagoon carries a woman in a red dress through a misty river at sunset, with hills and trees in the background.© Gucci1:00

Stills © Gucci. Made by Simmonds Ltd., Partner Films and Glen Luchford.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Retro sci-fi B-movie aesthetic with high fashion models and classic monsters.

Tagline: “#gucciandbeyond”

retro-futurismB-movie aestheticmonster movie homagealien encounterstime travelfashion in unexpected settings

The cut

Length
74 s
Shots
22
Average shot
3.4 s

What creatives use Gucci “Gucci and Beyond” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Gucci “Gucci and Beyond”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    Four models in elaborate Gucci outfits materialize in a futuristic red room with a control panel, as a hand presses buttons.© GucciA male model with silver-painted skin and a red suit stands in a futuristic, dimly lit corridor, looking directly at the camera.© GucciA man with a mohawk and a woman in a dress walk through a rocky, alien landscape with red skies.© GucciTwo green-skinned alien women with blonde wigs and elaborate sunglasses look around a spaceship bridge.© Gucci
    Frames from Gucci “Gucci and Beyond”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Gucci “Gucci and Beyond” in order, with its length, framing and what happens in it.

    Four models in elaborate Gucci outfits materialize in a futuristic red room with a control panel, as a hand presses buttons.© GucciA male model with silver-painted skin and a red suit stands in a futuristic, dimly lit corridor, looking directly at the camera.© GucciA man with a mohawk and a woman in a dress walk through a rocky, alien landscape with red skies.© GucciTwo green-skinned alien women with blonde wigs and elaborate sunglasses look around a spaceship bridge.© GucciThree people in colorful, retro-futuristic outfits are in a spaceship control room, with one person in red falling out of their chair.© GucciA woman in a retro-futuristic orange jumpsuit and helmet walks towards a door, which reveals a giant cat's face as she opens it in a spaceship interior.© Gucci
    Length: 74 s · Shots: 22 · Average shot: 3.4 s

  3. 03Ad ideas: every spot built on a retro-futurism

    Before you present an idea, you need to know who has done it, and how.

    Gucci “Gucci and Beyond” is built on a retro-futurism. Search the library by idea to see every spot that uses it.

    Pretty Polly “Wild About That Bra”© Pretty PollyNelonen Media/Radio Aalto “Let the music do the talking”© Nelonen Media/Radio AaltoMercedes-Benz “Future 2021”© Mercedes-BenzImpossible Foods, White Castle “Wu-Tang In Space Eating Impossible Sliders”© Impossible Foods, White Castle
    Pretty Polly · Nelonen Media/Radio Aalto · Mercedes-Benz · Impossible Foods, White Castle

More commercials by Glen Luchford

  • Gucci "Memoire d'une Odeur" (2025) commercial still© GucciGucci “Memoire d'une Odeur” 2025Dir. Glen Luchford
  • Calvin Klein "Belong" (2025) commercial still© Calvin KleinCalvin Klein “Belong” 2025Dir. Glen Luchford
  • Loro Piana "FW23" (2023) commercial still© Loro PianaLoro Piana “FW23” 2023Dir. Glen Luchford

More from Simmonds Ltd.

  • GUCCI "A Film by Harmony Korine" (2025) commercial still© GUCCIGUCCI “A Film by Harmony Korine” 2025Dir. Harmony Korine · Simmonds Ltd.
  • Balenciaga "Smith Smith" (2025) commercial still© BalenciagaBalenciaga “Smith Smith” 2025Dir. Josh Olins · Simmonds Ltd.
  • Givenchy "Dir. Steven Meisel" (2025) commercial still© GivenchyGivenchy “Dir. Steven Meisel” 2025Dir. Steven Meisel · Simmonds Ltd.

Award-winning fashion & luxury commercials

  • Burbery "Burberry "Open Spaces" (2022) commercial still© BurberyBurbery “Burberry "Open Spaces” 2022Dir. Megaforce · Riff Raff FilmsCiclope Grand Prix 2022
  • Burberry "Festive" (2020) commercial still© BurberryBurberry “Festive” 2020Dir. Megaforce · Riff Raff FilmsEpica Grand Prix 2021
  • Kenzo "Kenzo World" (2016) commercial still© KenzoKenzo “Kenzo World” 2016Dir. Spike JonzeEpica Grand Prix 2016
  • River Island "Lou Dalton" (2016) commercial still© River IslandRiver Island “Lou Dalton” 2016Dir. Fred RowsonCiclope Grand Prix 2016
  • Wren "First Kiss" (2014) commercial still© WrenWren “First Kiss” 2014Dir. Tatia Pilieva · Tatia PllevaClio Awards Grand Prix 2014
  • Jack & Jones "Making The Cut" (2014) commercial still© Jack & JonesJack & Jones “Making The Cut” 2014Dir. Martin Werner · &Co.Eurobest Grand Prix 2013

Questions

Who directed the Gucci “Gucci and Beyond” commercial?

Glen Luchford directed it, produced by Partner Films, for the agency Simmonds Ltd..

Which agency made Gucci “Gucci and Beyond”?

Simmonds Ltd. created it for Gucci (2017).

What awards did Gucci “Gucci and Beyond” win?

1 awards, including Ciclope 2017 Gold Fashion Films Production Design.

What is the tagline of Gucci “Gucci and Beyond”?

“#gucciandbeyond”

Sources for the credits and awards

web.archive.org