Gucci — “Show-Ready” With Guests (FW24) | Behind the Scenes Film | Cinematography by Vitaly Kazanin

“Show-Ready With Guests” (FW24) takes viewers inside the final hours leading up to Gucci’s Fall Winter 2024 Women’s Fashion Show in Milan—a fast, intimate behind-the-scenes environment where everything changes every minute and every detail has to hold up on camera.

The creative brief was very specific: shoot handheld with a deliberately raw, unstable energy—a hybrid language that feels like miniDV spontaneity meets the immediacy of a broadcast-style zoom. That meant embracing motion, imperfections, quick reframes, and reactive zooms while still keeping the image premium enough for Gucci’s world.

A major part of the work was the space itself. We had to fully build and light a dedicated fitting room, designed to work from every angle. The goal wasn’t simply “enough exposure”—it was to create a room where, wherever a guest or talent moved, the lighting would remain consistent, flattering, and controlled, with clean contrast and shadows that feel intentional rather than accidental.

To achieve this, we placed multiple practical and controllable light sources in strategic positions—around the mirror, near the table, and across the room—to shape distinct light zones and shadow zones. The key challenge was maintaining a uniform color temperature across all those sources, so the skin tones and wardrobe stayed coherent even during fast handheld coverage and constant subject movement.

The result is a film that feels alive and immediate—high-energy, close, and human—while staying visually structured. It also marked a milestone for me: a project that required a full pre-rig day and careful lighting design, supporting one of my earliest major BTS productions with Gucci.