Gucci wanted to explore its connection to live performance and the culture around it. To capture the whole story of performance, Dazed responded with #GucciGig – a multimedia campaign featuring Kelsey Lu, Mykki Blanco and Holland across choregoraphed film, photography, editorial and podcast.

Working with the CD, I shaped the campaign narrative and messaging, creating the thread that connected its different expressions and gave each story its context. I led podcast and editorial storytelling, using each to explore a different side of the artists and their relationship with performance.