The new fragrance Acqua di Gio Profumo by Giorgio Armani is already for sale, but the company has launched a new series of advertisements featuring handsome all-American model Jason Morgan (who is also the face of new advertisements for the original Acqua di Gio fragrance). Advertising films were created by London-based fashion photographer Jacob Sutton using stop-motion photography (a method of time-lapse photography which fuses the individual frames into a single movement), and British photographer Matthew Brookes, whose photographs offer emotional surprise to echo the “liveliness” of the composition.
Filming of the commercial, which emphasizes the power of natural forces, took place in London, in the halls of the famed Pinewood Studio, on a specially created set designed to simulate a granite rock face.
The behind-the-scenes clip is as appealing as the final advertisement.
Both Jacob Sutton and Matthew Brookes executed campaigns for the original Acqua di Gio fragrance as well. The original ads for Acqua di Gio are some of the most iconic images in men’s fragrance advertising and were shot by legendary photographers of the late 20th century. Both filmmakers discuss the challenges of following in the footsteps of the masters while trying to create something new.
Acqua di Gio is a classic in the aquatic genre and was first launched in 1996. Successor Acqua di Gio Profumo offers a more modern take on the aquatic theme and launched in early 2015. The perfumer behind both fragrances is Alberto Morillas.