Alessandro Michele, Gucci’s Creative Director, conceived Gucci’s new advertising campaign for its timepieces after being inspired by the most human of interactions: the handshake. A warm gesture of inclusivity, the handshake becomes the true character of the campaign. Depicting a charismatic and confident leader on the campaign trail, photographer Ari Marcopoulos portrays and debunks the image of power in a series of meet-and-greets, emphasizing the diversity of the personalities that a campaigner could encounter on his travels. The two styles featured in the campaign include a completely new ageless model, the Grip, and new versions of the G-Timeless automatic.