When Alessandro Michele was named creative director of Gucci, the brand wanted to create buzz around his debut pre-Fall collection and communicate his vision, which blurs the lines between ancient and modern, street and high-end.

The response: A four-part scripted video series, retelling the ancient Greek myth of Orpheus and Eurydice in modern-day New York City with a Gucci-clad cast, including French singer/actress (and daughter of Jane Birkin) Lou Doillon. Gia Coppola directed; Oscar-nominated costume designer Arianne Phillips was the stylist, Blood Orange did the music.

Videos ran on multiple Condé Nast properties, plus Gucci O&O. View goals were exceeded by 600%