"Spike Jonze's Gucci movie The Tiger is quite something both as a film and piece of branding. With strong acting from an ensemble cast including Demi Moore, Ed Norton, and Elliot Page, it weaves contemporary themes and a White Lotus-like atmosphere with sleek cinematography and bold brand storytelling and aesthetics."
"AI is used for visual effects in a very specific sequence where the intention was to create a surreal, confusing and disjointed feeling. For this, the nightmarish morphing of AI video generation makes some sense. The sequence could have been better if the film had had enough budget for it to be done in another way, but, given the context, it's passable and doesn't detract from the movie."
The Tiger functions as both a short film and a high-fashion brand showcase, introducing Demna's debut collection for Gucci in a lavish, 30-minute format. The piece features strong ensemble performances and a White Lotus-like atmosphere, combining satirical commentary on luxury consumption with sleek cinematography and bold brand aesthetics. AI-video generation was used only for a specific surreal sequence created by Sam Finn Studio, producing nightmarish morphing intended to evoke confusion and disjunction. The AI segment is context-specific and passable, not a full endorsement of AI-made films, and the overall project remains well directed, acted and filmed.
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