Actor Jared Leto stars in the new Gucci Guilty fragrance campaign where the story unfolds in Venice, a city that in the past allowed its people to transgress society’s norms. Its liberated aura still circling its streets today.

Filmed as a set of flashbacks by Glen Luchford, the campaign builds sensual intrigue around an intimate experience between three people.

In Michele’s film, Leto, who is the face for both the men’s and women’s fragrance, roams Venice with two lovers (models Julia Hafstrom and Vera Van Erp), in scenes that seem rendered in a romantically rose-colored Gucci patina. Like their Guilty predecessors, the images are also imbued with a sexual pulse, but it’s one that’s far less binary—the clothing the three models wear is interchangeable and their affections for one another fluid.

“I’m really proud to be part of a step in a new direction and happy they thought of me as someone who was unconventional enough to represent new choices for them,” he said.