PRADA x PRADA

VR INTERACTIVE FILM / DIGITAL CAMPAIGN — 2016

CLIENT. PRADA

ROLE. CREATIVE DIRECTOR

CONTEXT.

Prada wanted a digital activation for the launch of L’Homme Prada and La Femme Prada. We came back with something else entirely: Prada’s first interactive virtual reality film. A 10-minute immersive journey through the paradoxical, multi-faceted nature of identity, released on Oculus Store, App Store and Google Play.

APPROACH.

I led the creative direction of PRADAxPRADA — a transitional series of scenes where reality, abstraction and surrealism merge constantly. The challenge was to transpose an olfactory universe into something visual and spatial: objects suspended in mid-air, collages, optical illusions, reflections, diffractions, trompe-l’oeil, monumental and infinite spaces. Inner landscapes that the user combines by intuition. The film offers up to 625 possible paths through its interconnected three-dimensional spaces. VR, stereoscopic 3D and spatial sound merged for the first time into a single piece, as a metaphor for the layered, contradictory nature of identity that the fragrances embody.

WORK.

A 10-minute interactive VR film. 625 possible narrative paths. Released on Oculus Store, App Store, Google Play. Deployed in-store at Heathrow London and Galeries Lafayette Paris. Prada’s first VR experience worldwide.

DIGITAL CAPSULE.