Chris Cunningham
Field of Flowers
- DirectorChris Cunningham
- Production CompanyRSA & Filmmaster
- CinematographerMarcel Zyskind
NICLAS LARSSON The third MJZ director’s work I’d like to show is Chris Cunningham’s ‘Field of Flowers’ for Gucci. We are, and should be impressed by Megaforce’s film for Burberry, but we should also remember that Chris did this 20 years prior. It goes without saying that Chris is one of our most talented picture-makers, and his music videos speak for themselves. But the simplicity in Field of Flowers is something to be inspired by. Doesn’t have to be much more complicated than a leaf blower sometimes.
The spot
Chris Cunningham's 2009 commercial for Gucci's Flora fragrance is a visually stunning and emotionally resonant piece that showcases his signature cinematic style. Starring Australian model Abbey Lee, the ad portrays a young woman in a diaphanous Flora print dress standing waist-deep in a vast field of pristine white flowers, illuminated by the setting sun. Through her movements, she controls the wind, bringing the field to life before transforming into an ephemeral, Rorschach-like butterfly of dancing fabric and golden light.
Shot over four days in Latvia, the field was created using more than 20,000 fake flowers. The commercial was produced by Filmmaster and RSA Films, with cinematography by Marcel Zyskind. The music, a reimagined version of Donna Summer's "I Feel Love," was produced and arranged by Cunningham himself
The campaign garnered significant acclaim, winning a Cannes Gold Lion for Best Use of Music and a Bronze Lion in the Toiletries category. It is celebrated for its rich symbolism, strategic editing, and the portrayal of a woman's transformation from delicate femininity to empowered strength.
