Gucci is known for its edgy ad films. In 2022, it inserted languid sulky Gucci models into recreations of Stanley Kubrick’s most famous movies, The Shining, Eyes Wide Shut, 2001: A Space Odyssey and Clockwork Orange.Then it collaborated with Palace Skateboards and made a film with a flying newsagency, a mad party, girl-clones, a skateboard plat du jour, an alien and the muppets – who created the campaign.

Now it has launched a 30-minute film, The Tiger, written and directed by MJZ’s Spike Jonze and Dutch actress and writer, Haline Reijn, the first major work by new Gucci creative director, Demna, who conceived the film to run in screening events in Milan and New York instead of a runway show.

The film is filled to the brim with fame – Demi Moore, Edward Norton, Ed Harris, Elliot Page, Keke Palmer, Alia Shawkat, Julianne Nicholson, Heather Lawless, Ronny Chieng, Kendall Jenner and Alex Consani. Demi Moore plays Barbara Gucci, head of Gucci International and chairman of California, as she gathers her children to celebrate her birthday and preview a new collection at the family home. A psychedelic catastrophe and a descent into chaos follow, all bathed in Gucci’s signature flair for excess (with visuals by director of photography, Jasper Wolf).