Gucci x Parcels



Project: Brand partnership

The partnership between Parcels and Gucci aimed to introduce Parcels to a broader fanbase beyond its existing reach, which had grown primarily through live music and music label marketing.

These kinds of artist-brand partnerships are now a central part of creative direction in music, partly because artists can no longer survive on music sales alone, and partly due to the competition artists face in finding their fanbase amid the vast landscape of streaming and the relatively anonymous nature of playlist discovery.

Multiple projects were developed and supported by Gucci, ranging from desert editorials, film, and press appearances to fashion, music print, and digital editorial—all in collaboration with Carmen’s creative briefs and approvals.


Worldwide, 2021













BACK TO WORK





Contact

Home