Spike Jonze's Gucci movie The Tiger is quite something both as a film and piece of branding. With strong acting from an ensemble cast including Demi Moore, Ed Norton, and Elliot Page, it weaves contemporary themes and a White Lotus-like atmosphere with sleek cinematography and bold brand storytelling and aesthetics.
The 30-minute film is a lavish introduction to new creative director Demna's debut collection for the Italian fashion house while providing some laughs with satirical commentary on luxury consumption in an alternate reality where the Gucci family controls California. What it's not is an AI-generated movie even if it does shows how AI art can passably be used in traditional filmmaking.
