{"id":345,"date":"2009-04-22T20:46:31","date_gmt":"2009-04-22T20:46:31","guid":{"rendered":"http:\/\/www.firedbydesign.com\/?p=345"},"modified":"2017-04-28T10:58:17","modified_gmt":"2017-04-28T09:58:17","slug":"flower-power","status":"publish","type":"post","link":"https:\/\/firedbydesign.com\/?p=345","title":{"rendered":"Flower Power"},"content":{"rendered":"<p>Director Chris Cunningham has crafted a haunting new spot for fragrance &#8216;Flora&#8217; by Gucci.<!--more--><img data-recalc-dims=\"1\" decoding=\"async\" class=\"aligncenter size-medium wp-image-9 lazyload\" title=\"Flora2\" data-src=\"https:\/\/i0.wp.com\/firedbydesign.com\/fbdimg\/HLIC\/50e2811e8ac2d7f3b4542a1aa76544ac.jpg?resize=300%2C168&#038;ssl=1\" alt=\"Flora2\" width=\"300\" height=\"168\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 300px; --smush-placeholder-aspect-ratio: 300\/168;\" \/><\/p>\n<p><!--more--><\/p>\n<p>A co-production between <a title=\"RSA Films\" href=\"http:\/\/www.rsafilms.com\/\" target=\"_blank\">RSA Films London<\/a> and Filmmaster Italy, the spot also features music arranged and produced by Cunningham.<\/p>\n<p>In the ad, a fragrance of a wildflower entrances model Abbey Lee, who becomes a\u00a0 sensuous conduit for the fragrance. She whirls like a dervish, driving the scent throughout the surrounding field. The intensity increases and the music builds, until her dress bursts into a beautiful kaleidoscopic effect of fabric, light and petals.<\/p>\n<p>Visual effects were provided by <a title=\"Golden Square Post Production\" href=\"http:\/\/www.goldensq.com\" target=\"_blank\">Golden Square<\/a>, supervised by Rachel Stones, with Dave Child managing the 3D work and Mark Beardall and Harry Jarman as Flame artists. Adam Scott at <a href=\"http:\/\/www.themill.com\/\">The Mill<\/a> was the Telecine operator<\/p>\n<p>Golden Square has previous form with Cunningham, who Jarman says &#8216;provides a master class in new levels of perfectionism&#8217;.<\/p>\n<p>&#8220;This one took us to new heights in terms of intricate compositing,&#8221; he adds. &#8220;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.&#8221;<br \/>\nFACT: The soundtrack for the commercial features a reworking of the classic track &#8220;I Feel Love&#8221;.\u00a0\u00a0 Cunningham travelled to Nashville to rerecord the vocals with Donna Summer.<\/p>\n<p style=\"text-align: center;\"><img data-recalc-dims=\"1\" decoding=\"async\" class=\"size-medium wp-image-8 aligncenter lazyload\" title=\"Flora1\" data-src=\"https:\/\/i0.wp.com\/firedbydesign.com\/fbdimg\/HLIC\/34f8c6767c228621bad2b5526c3953c0.jpg?resize=300%2C168&#038;ssl=1\" alt=\"Flora1\" width=\"300\" height=\"168\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 300px; --smush-placeholder-aspect-ratio: 300\/168;\" \/><img data-recalc-dims=\"1\" decoding=\"async\" class=\"size-medium wp-image-6 aligncenter lazyload\" title=\"Flora5\" data-src=\"https:\/\/i0.wp.com\/firedbydesign.com\/fbdimg\/HLIC\/f9fc6cbc1ed9e1f8827fa6ade2756eab.jpg?resize=264%2C168&#038;ssl=1\" alt=\"Flora5\" width=\"264\" height=\"168\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 264px; --smush-placeholder-aspect-ratio: 264\/168;\" \/><\/p>\n<h4>Data<\/h4>\n<address>Title: Flora by Gucci<\/address>\n<address>Director: Chris Cunningham<\/address>\n<address>Production: RSA Films Ltd \/ Filmmaster<\/address>\n<address>Prod Co. Producer: Carla Poole \/ Alessandro Bonino<\/address>\n<address>Client: Gucci<\/address>\n<address>Creative Director: Frida Giannini<\/address>\n<address>Agency: REM <\/address>\n<address>Creative Director: Riccardo Ruini<\/address>\n<address>Post Production: Golden Square<\/address>\n<address>VFX Producer: Rachel Stones<\/address>\n<address>3D: Dave Child<\/address>\n<address>Flame: Mark Beardall\u00a0 \/ Harry Jarman<\/address>\n<address>Editor: Danny Tull<\/address>\n<address>Telecine: Adam Scott @ The Mill London<\/address>\n<address>Music: Produced by Chris Cunningham feat. Donna Summer vocals<\/address>\n<address>Audio: Mayfair Recording Studios \/ Wave \/ Sound Kitchen &#8211; Nashville<\/address>\n","protected":false},"excerpt":{"rendered":"<p>Director Chris Cunningham has crafted a haunting new spot for fragrance &#8216;Flora&#8217; by Gucci.<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7,68],"tags":[27,2942],"class_list":["post-345","post","type-post","status-publish","format-standard","hentry","category-inspiration","category-vfx-projects","tag-ad-spot","tag-vfx-projects"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Flower Power - Fired By Design<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/firedbydesign.com\/?p=345\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Flower Power - 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