SITUATION:

The hero video for Gucci Changemakers Chapter 5 will aim to visually capture the imaginative spirit of diverse emerging creatives and social impact leaders. Key questions will center on their sources of inspiration, envisioned futures, and the essence of being a Changemaker. This vision should call for an authentic portrayal of individuals in their natural environments.

BRIEF:

Starting with the theme “Igniting Creative Opportunity,” the video should tell a narrative of creative potential and social change, celebrating achievements and future aspirations within the Changemakers community. It will illuminate unseen talents and the transformative journey of individuals evolving into a collective force. Targeting college students, aspiring creatives, and social impact leaders, themes of possibilities and community must permeate the storyline.

OBJECTIVES:

Produce a video for the fifth call for applicants for Gucci Changemakers, that highlights and celebrates prior Changemakers as well as Gucci’s mission to “ignite creative opportunity.“

The introduction of the film unfolds by revealing the Changemakers immersed in activities they are passionate about: dancing alone in their personal space, enjoying moments with friends in the vicinity of a park, or in their studios creating new garments. These scenes reveal the unique nature and talent of each of the changemakers through authentic yet hyper-stylized settings, revealing the changemakers as characters in a film where reality looks like a dream.

Activist Brittany Packnett Cunningham delivers the voiceover that guides us through swift transitions between diverse New York City settings and our Changemakers actions. Drawing insights from pre-interviews, the film delves into what inspires them, their aspirations for change, and their envisioned paths. The edit is dynamic with an engaging pace, that makes the audience both witness of and participant in the Changemakers journey.

These films have garnered international press attention and thousands of views within hours of launch, and have contributed to the overall storytelling of Gucci Changemakers’ support of over 70 students and 50 organizations through over $5 million in grant funding.

This year, the program received a total of 565 applications from a diverse range of students. Full statistics can be seen below:

Total Program Application Total: 565

Scholarship

Ethnicity -

Black or African American: 71%

Hispanic or Latino: 10%

Asian: 8%

Caucasian: 7%

Black/Hispanic: 4%

Gender -

Female: 69%

Male: 28%

Other: 2%

Prefer Not To Answer: 1%

Disability -

Yes: 85%

No: 10%

Prefer Not To Answer: 5%