RSA Films Announces Cunningham's New Work For Gucci Fragrance

The imminent release of Chris Cunningham's new work for Gucci's latest fragrance 'Flora' by Gucci has been announced by RSA Films.
The commercial is the product of a close collaboration between Riccardo Ruini (REM), Cunningham and Gucci Creative Director, Frida Giannini.
The commercial, shot entirely on location in Latvia during the summer of 2008, focuses on the nature of scent.
Model Abbey Lee, surrounded by an endless field of dusky pink flowers, gently inhales the fragrance from a single flower.
She is caressed by the scent as she in turn sensuously conducts and manipulates it through the surrounding field.
Her movements become ever more hypnotic as the intensity increases, until the final rush overwhelms her completely and her dress bursts into an intensely beautiful butterfly effect of fabric, light and petals.
The commercial features a reworking of the Donna Summer classic 'I Feel Love'. This new version was produced and arranged by Chris Cunningham, with Cunningham travelling to Nashville to rerecord the vocals with Donna Summer.
The commercial was a co-production between RSA Films London and Filmmaster Italy.
Post Production was completed over several months by Golden Square Post's 2D and 3D teams.
Senior VFX Artist Harry Jarman said: "Working with Chris Cunningham on previous jobs like Aphex Twin Rubber Johnny and the Horrors' promo all provides a master class in new levels of perfectionism. This one took us to new heights in terms of intricate compositing. our approach was so detailed that we were working and analyzing on a frame-by-frame basis. The end result is incredibly satisfying for all of us."
Telecine operator was Adam Scott at The Mill London.
(KMcA/BMcC)