Gucci & NPS
Work by ︎︎︎
Art Direction, Adam DuBrueler, Hannah Berling
Copywriting, Shaw Schiappacasse
Experience Design, Denis Liu, Nick Vega
Brand Management, Angel Song, Jonathan Castaneda
Strategy, Nana Dadzie
Prologue ︎︎︎
Our planet is being destroyed. Humans are destroying wildlife, burning our forests, polluting our skies, and over-fishing our seas. But despite that, brands are taking active intuitive toward making a sustainable impact and protecting our planet.
Luxury brands have become an unexpected hero in this regard and Gucci is a perfect example. Sustainability, longevity, and quality are at the heart of the Gucci brand. Gucci has previously created initiatives like Gucci Equilibrium, a commitment to generating positive change for the people and the planet.
Gucci is made to last.
National Parks are meant to last.
Chapter One: Video ︎︎︎
Chapter Two: Moda Verde, Volunteer Program ︎︎︎
Moda Verde is in equal parts a fashion statement and a movement. This volunteer portal is presented in part with the National Park Service. The volunteer initiative is primarily set up for the objective of cleaning up the planet. The more time you spend volunteering and keeping track of your hours, you will be able to redeem for exclusive Gucci Moda Verde merchandise.
Chapter Three: Moda Verde, Lookbook ︎︎︎
The style of the lookbook and the campaign comes from cyanotypes and other alternative process photographic methods. What makes these stand out is the natural way these images are produced, through sunlight. The sunlit exposure helps give a more natural and authentic feeling to the brand and a distinct style that stands out.
Chapter Four: Instagram, Cyanotype Filter ︎︎︎
This location-based Instagram filter is available in all National Parks throughout the country. Share it on social to show your commitment to sustainability and natural resources.