GUCCI
CULTURAL MOMENTS IN REAL TIME
My ongoing work with Gucci in Los Angeles has focused on translating live cultural moments into content designed to extend their life far beyond the event itself.
Across multiple activations, I was brought in to lead photo and video teams through the full creative and production process—from interpreting the original creative direction and building the right crews, to overseeing execution on site, post-production, and final delivery.
The work required moving at the speed of the moment: capturing talent, performance, atmosphere, and brand presence while producing polished assets with extremely fast turnarounds for Gucci’s social and digital channels.
The objective was never simply to document what happened, but to amplify the experience—turning a live moment into a visual story that could continue to resonate across platforms and audiences.
01- MILEY CYRUS / FLOWERS
The project represents a different side of storytelling: not creating the cultural moment from scratch, but knowing how to recognize it, capture it and give it a second life across platforms.
02- GOLDEN GLOBES
During the 2025 Golden Globes, the objective was to create cinematic digital portraits around Gucci’s ambassadors while preserving the immediacy of awards season.
The series brought together Cara Delevingne, Salma Hayek, Viola Davis, Kirsten Dunst and Jesse Plemons, translating the energy and personality surrounding the event into a collection of short-form films designed specifically for Gucci’s global digital channels.
Production and post were treated as one continuous workflow, allowing the pieces to retain a polished luxury language while being formatted and delivered for the speed of contemporary social media.