The Unique Hotline Allows Callers to Engage with Pre-Recorded Scripts by the Filmmaker
Prada is bringing a fresh interactive element to its Fall 2024 campaign with the introduction of the Miranda July Hotline. The initiative, part of the campaign titled “Now That We’re Here,” features American filmmaker, artist, and writer Miranda July, who was enlisted last month to help craft the experience.
The Prada Fall/Winter 2024 campaign also includes fictional phone calls between writer Miranda July and Prada Ambassador Letitia Wright, adding an intriguing narrative layer to the collection.
The campaign imagery, which showcases stars like Hunter Schafer, Letitia Wright, Damson Idris, Harris Dickinson, and Yili Ma, prominently includes the hotline number. These images will be displayed on billboards in major cities including New York, Milan, Los Angeles, London, and Bangkok starting Monday.
Callers to the hotline can engage in a unique experience by interacting with pre-recorded scripts voiced by July herself. The responses are generated based on the caller’s input and are randomly selected, creating a personalized dialogue.
Prada described the experience in a statement: “Spanning from ironic advice to seemingly friendly conversation to surreal and unexpected scenarios, each interaction tells an individual story determined by interaction — another form of dialogue. In July’s own words and her own voice, this Prada hotline combines technology with gestures to the analogue. It also seems to lift the lid on the campaign itself — allowing an audience to ‘listen in’ to the fragmented conversations hinted at.”
The campaign, photographed by Willy Vanderperre and creative directed by Ferdinando Verderi, merges different storytelling traditions. Prada elaborated in their statement: “The images of their interchanges nod simultaneously to the fiction of different eras, of narrative cinema and the verity of documentary. Every Prada collection is a conversation, an interplay of contrasting opinions and viewpoints, both within the designs themselves, and in their rapport with their audience. Fashion is an exchange.”
