The Harvest by Morillas
ESP

TELLING STORIES

The essential role of new narratives in the modern luxury landscape

Aura Solis

Story: We Produce Global Executive Producer

Aura Solis is one half of a formidable team of two Mexican sisters at the helm of production company Story: We Produce. The Harvest managed to get some time with her in between her busy schedule of film shoots spread around the globe.

Working with a global luxury giant like Gucci must have been an exciting creative challenge. Can you tell us about the nature of the brief and your process in collaborating with Gucci to achieve the remarkable expressions of luxury captured in the films?

The creative process was led by our director Matthew Donaldson, Gucci and Condé Nast. Working with a brand like Gucci is always exciting, even more so when we’re talking about an open brief. This enabled us to support our director in creating a beautiful piece, where luxury is being redefined. 

“Working with a brand like Gucci is always exciting, even more so when we’re talking about an open brief.”

Gucci x GQ. The Performers: Act IV - Jungya Ishigami. Directed by Matthew Donaldson. Produced by Story: Méxic

Storytelling has been elevated into a crucial art form in the modern age – tackling a fluid concept like “luxury”, what qualities came through in the film?

I love the film – especially how subtle the theme of architecture and nature play together. How different cultures come together to create something beautiful and how luxury is situated in nature, the product becoming the contrast of the scenery, but not being disruptive to the environment, but becoming one with the landscape. 

How do you define luxury?

Luxury is having or living something unique and elegant. 

“The real art lies in being selective and discerning enough to make outstanding and memorable beautiful images.”

The Other Side – Saint Laurent. Directed by Leo Adef. Produced by Story: Spain

In the evolving media landscape, what do you think are the principal challenges of luxury brands?

It may sound obvious and simple, but I have to say beautiful images. When there are so many stories you can create, and so many ways and means to do it, then the real art lies in being selective and discerning enough to make outstanding and memorable beautiful images.

How do you think the luxury consumer is changing in the 21st century?

The word or concept of luxury is constantly changing. It is mainstream but at the same time it is something unique. Or at least it must have the feeling that it is something unique. I think nowadays, unique experiences are the ultimate luxury. 

Milionària + Dio$ No$ Libre Del Dinero – Rosalía. Directed by Bàrbara Farré. Produced by Story: Spain Photo by Fabrizio Colque

“Luxury is having or living something unique and elegant.”

Milionària + Dio$ No$ Libre Del Dinero – Rosalía. Directed by Bàrbara Farré. Produced by Story: Spain Photo by Fabrizio Colque

In the evolving capitalist landscape, what do you think are the principal challenges of luxury brands like Gucci and their peers?

Creating some innovative impactful content to capture new, younger generations.

What is your own personal favourite luxury?

To be able to travel to an isolated place and to be surrounded by nature and good food. This is a way to return to really feeling yourself… to be relaxed and at peace with the world. That to me is luxury.

Milionària + Dio$ No$ Libre Del Dinero – Rosalía. Directed by Bàrbara Farré. Produced by Story: Spain Photo by Fabrizio Colque

All stills courtesy of Story: We Produce