Like a warm summer breeze, change blew into town at house of Prada just in time to celebrate springs tradition to hotter days. Prada’s wind direction has typically been produced by London agency DJA, however for a special Spring project the wind shifted to allow agency GB65 from New York to put a new gust in the houses sails.
The result is a campaign that is both familiar and new. Familiar in that it keeps with the heritage of the house, a combination of artisanal surrealism combined with burst of tech and colors, new in that its surrealism is literally grounded by dirt. Set designer Julia Wagner has outdone herself with the simplest of scenes/props that were art directed masterly Creative Director Giovanni Bianco and Art Director Kevin Tekinel of GB65. The agency wisely leverage the talents of one of The Impression’s favorite new photographers, ex-model Ethan James Green.
Dynamic casting duo, Piergiorgio Del Moro & Samuel Ellis Scheinman, bring in a bevy of beauties including longtime Prada icon, Amber Valletta. Roll in a tire, toss in a few crumbled newspapers, cur music and have the camera pan consistently from left to right as if reading a graphic novel and you have yourself one interesting campaign film.
The music choice of Bach’s ‘Toccata & Fugue in D Minor’ was a unique nod to this season horror undertone. The song has long been associated with genre going back to the opening scene of Rouben Mamoulian 1931 film, Dr. Jekyll and Mr. Hyde. Although The Impression’s favorite use of it was as the opener to the 1975 dystopic world of Rollerball, which like this campaign, launched in an age of uncertainty, and road in on what was to be a wind of change.
Prada Creative Director | Miuccia Prada
Agency | GB65
Creative Director | Giovanni Bianco
Art Director | Kevin Tekinel
Photographer | Ethan James Green
Models | Amber Valletta, Anok Yai, Armando Cabral, Dara Allen, Filip Roseen, Kris Grikaite, Lakshmi Menon, Lineisy Montero, Liya Kebede, Mathias Lauridsen, Wang Chenming, Yoon Young Bae
Stylist | Alex White
Hair | Shon
Makeup | Kanako Takase
Set Designer | Julia Wagner
Casting | Piergiorgio Del Moro & Samuel Ellis Scheinman
Music | Bach: Toccata & Fugue in D Minor