The campaign's film, directed by Johan Renck, adds another dimension to the concept. Set to Chris Isaak's Wicked Game, Kate Moss lip-syncs to the song as the atmosphere around her gradually changes. Strangers begin to notice one another, attraction develops, and the room moves towards a shared dance. What begins with a glance becomes a collective moment of connection, placing human emotion at the centre of the narrative.
Titled Primavera, the campaign uses the idea of spring as a symbol of renewal. Rather than relying solely on its high-profile cast and fashion imagery, Gucci builds a story around the experience of falling in love and the changes that can follow. The portraits introduce a group of contemporary cultural figures, while Renck's film brings them together through music, movement, and a shared sense of anticipation.