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 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 intentional shadows.        

          To achieve this, we placed multiple practical and controllable light sources around the mirror, near the table, and across the room, shaping distinct light zones and shadow zones. Maintaining a uniform color temperature across all sources was critical, allowing skin tones and wardrobe to stay coherent even during fast handheld coverage and constant movement.        

          The result is a film that feels alive and immediate—high-energy, close, and human—while remaining visually structured. It also marked a milestone for me: one of my earliest major BTS productions with Gucci, requiring a full pre-rig day and a lighting design built to survive chaos.