The Campaign

The ensemble that Frida Giannini has assembled to tell the story of Gucci Guilty is a collaboration in which edge and creativity are brought together.

The advertisement was shot at Cinecittà Studios, the legendary home of Italian cinema. Its director was film noir graphic artist and Sin City creator Frank Miller.

Leading fashion photographers Mert & Marcus are responsible for the print advertising - unapologetically sensual images that will etch themselves on the consciousnesses of a generation.

Hollywood leading man Chris Evans smolders in the role of the Gucci Guilty hero. “Chris was an absolute revelation,” remarks Frida Giannini. “His looks are hypnotic, and he has such an incredibly powerful presence in front of the camera. In a few brief moments, he creates an unforgettable character.”

Evan's mesmerizing co-star is Evan Rachel Wood, one of the foremost talents of her generation. Frida Giannini is full of admiration: “Evan Rachel Wood is such a gifted and beautiful actress. I have always admired her confidence and ability to transform herself.”