Gucci x Nowness China

INTRODUCTIONS:

Chinese actor Zhang Linghe and actress Wang Churan visited London to attend the prestigious Gucci Cruise 2025 Fashion Show. Linkup China Ltd. was tasked with orchestrating an exclusive photo and video shoot featuring these two celebrities, in collaboration with the luxury brand Gucci and media outlet Nowness China.

BRIEFS:

Gucci: Gucci sought to capture the essence of their Cruise 2025 collection through the lens of prominent Chinese celebrities. The aim was to highlight the elegance and innovation of the brand while emphasizing its global appeal and connection to influential figures in the fashion industry.

Nowness China: Nowness China required a visually compelling and narrative-driven photo and video content that would engage their audience and showcase the sophistication of the Gucci brand. The focus was on storytelling that merges high fashion with the personal charm and charisma of Zhang Linghe and Wang Churan.

SOLUTIONS:

As a production company, we delivered a comprehensive solution to meet the needs of both Gucci and Nowness China:

1) Creative Direction: Developed a cohesive creative concept that aligned with Gucci’s brand aesthetics and Nowness China's storytelling style.

2) Location Scouting: Selected iconic London locations that would complement the Gucci Cruise 2025 collection and enhance the visual appeal of the shoot.

3) Talent Management: Coordinated schedules and facilitated smooth interactions with Zhang Linghe and Wang Churan to ensure a seamless shooting experience.

4) Photography and Videography: Employed a team of skilled photographers and videographers to capture high-quality images and footage that resonate with luxury and elegance.

RESULTS:

- High-Quality Visual Content: Delivered a series of stunning photos and videos that beautifully captured the Gucci Cruise 2025 collection, enhancing the brand's visual identity.

- Engagement: The content received widespread attention and engagement on social media platforms, significantly boosting the visibility of both the Gucci brand and the featured celebrities.

- Brand Alignment: Successfully aligned the creative output with Gucci's brand image and Nowness China's editorial standards, resulting in a cohesive and impactful campaign.

- Positive Feedback: Received commendations from both Gucci and Nowness China for the professionalism, creativity, and quality of the production.

- Influence: Amplified the influence of Zhang Linghe and Wang Churan as fashion icons, strengthening their association with the Gucci brand in the Chinese market.

Credit list

Produced by: Lawrence Xiao

Executive Producer: Liao He 

Director: YH Fong @yh.fong

Editor/ Creative: Guan Xiang @xianggguan 

Project Management: Oscar Cai 

Project Execution: Naomi Wen  

Production Director: Inky Peng @riotinvain

Executive Producer: Yuri Ou @linkupchina

Production Assistant: Huang Xuerui, Sherman 

Still Photography: York Haiyang @yorkhaiyang

DP: Sam Friend @samfriendfilm

1st AC: Adam Shaikh @ac_adamshaikh

Gaffer: Matt Smithies @mattsmithies

Sound Recordist: Owen Pakiry-Palmer @owenrecorderman

TD: Ajay Arora @nodachi_london

Styling Assistant: Eunice  

Post-production: Xin Li

Music Direction: Ceezy

Post-production Producer: Abby Cheng