work In Progress - short movie project - prada

For the launch of its new men's fragrance, Infusion d'Homme, Prada announces a special project which consists in the production of several short experimental films that are an alternative method and channel for perfume advertising.

Already convinced of the need to combine creative experiences by working with pioneering architects, artists, designers, and graphic arts studios, and strongly committed to renewing fashion, its images, advertising and, above all, implications, Prada has launched a project that distances itself from traditional perfume advertising to obtain more coherent results with its contemporary vision of the world of today's men.

This cultural project overturns traditional thought and breaks away from the usual easy approach to follow a new experimental path. It prompts and encourages a specific thought process in the viewer that elicits absolutely personal sensations.

For this project, Prada contacted nine young directors from the most important international production houses and asked them to produce short films. The directors were given complete creative freedom and were asked to express in images what the perfume Infusion d'Homme triggered in their imagination. The only restriction was the result: it had to be a short story with visionary content, not a commercial.

The nine films produced will be shown at the end of the 2009 Spring/Summer Prada Uomo show next June 22, 2008.

The project already has been expanded: Pietro Scalia, one of the world's top Film Editors and a two-time Oscar winner (in 1992 for Oliver Stone's JFK and in 2002 for Ridley Scott's Black Hawk Down) will edit the nine films to create a single work, a synthesis of Prada's vision of the Infusion d'Homme perfume
All films can be seen on the prada.com website starting from June 23.

Category:

Film & Animation

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