Italian luxury label Gucci dives into the ASMR trend to bring soothing noises to tickle some senses in your body you didn’t know needed tickling. If you have watched countless videos of creators doing the ASMR challenge, chances are you have already invested way too much of your time on this. Carrying forward the trend, Gucci launched an Instagram Art project featuring such videos from various artists. 

The #24HourAce is around the House’s famous sneaker, the Ace. The first chapter, which debuted in 2016, invited a group of creatives from around the world to participate in visual collaborations with Gucci inspired by the Ace’s codes, colours, graphics and design elements. This time artists have collaborated on ASMR videos that are highly engaging and creative. There’s a wet unboxing of sneakers, slimy liquid to channel lucid dreams and absurd rubber sneakers. You get the drill. 

Hailing from diverse countries, the artists behind this chapter of #24HourAce include the Argentinian motion graphics designer Esteban Diacono, whose work is strangely disconcerting and Daniel Lam from Hong Kong, a 3D animator whose colourful, the stylised universe is hypnotic and satisfying. Some, like New Yorker Didi Rojas—who makes ceramic sculptures of shoes—work in a representational way, while others adopt a more surreal approach, like Japanese artist Kensuke Koike, who makes photographic collages. A traditional ASMR creator, Laura Lemurex, creates ASMR videos through microphone brushing, scratching and touching, as seen in her work for #24HourAce featuring the sneakers being touched by manicured hands.

The project is showcased across all of Gucci’s social media channels