Case Overview – Project headline and key visual
Prada - SS19
Short Movies
Case Overview – Creative Leadership & Production Scope
Prada’s 365 SS 2019 Women’s collection came alive in five powerful short films shot in Budapest. Each short film was inspired by a film classic, but they have their own unique narratives and characters. The films’ director was Willy Vanderperre, the cinematographer was Benoît Debie, and the stylist was Olivier Rizzo. They were produced by One Thirty-Eight Productions, while Progressive Productions supplied the local production and location service. The images and short films were published on Prada’s official website at the beginning of February 2019.
Case Media – Odette Short Film (Video)
Campaign Context – Fashion Film Narrative & Cast
The fusion of fashion and film is the central theme of Prada’s 365 SS19 campaign. It was an exciting challenge for us to work with one of the world’s leading fashion houses, especially on a project focusing on an extraordinary collaboration between the world of film and fashion. Artists have always had a large impact on fashion, countless artworks and artists have inspired the collections and campaign videos of fashion houses, as they have in this case as well. Since Prada has an exceptionally strong connection to film, in the last few years they have been creating their campaign films based on the logic of short films. The stories of the SS19 collection were inspired by key scenes of the last 50 years’ most influential films. The iconic Prada bags (Sidonie, Sybille, Odette, Belle, Margit) are given central roles next to international models (Gigi Hadid, Freja Beha Erichsen, Liu Wen, Anok Yai, Maike Inga).
Case Media – Margit Short Film (Video)
Case Insight – Creative Concept & Location Choices
Each story alludes, in Prada’s emblematic style, to a memorable scene from a famous film. The central theme is the characters’ transformation and the duality of their personalities; the wild and timid selves, which are connected by the Prada bags. Due to the rich elaboration of the stories, finding the suitable shooting locations and sets was of exceptional importance. Three of the five films were shot in a studio (Sybille, Odette, Margit), while two (Sidonie, Belle) were filmed at real locations.
Case Media – Sidonie Short Film (Video)
Location Case Study – Airport Terminal as Film Location
The Sidonie short film, starring Gigi Hadid, was shot in Budapest’s grandiose disused “Ferihegy 1” airport terminal. This outstanding Bauhaus-style terminal building has kept its original airport atmosphere and functionality, providing an unparalleled and production-friendly location. The entire building was at our disposal during the shoot.
Case Media – Belle Short Film (Video)
Location Case Study – Historic Hotel as Active Film Set
Top model Anok Yai was given the lead role in the Belle bag’s short film. The film’s location was the Hotel Gellért, that is located in the heart of Budapest and has a special atmosphere that has inspired countless photographers and film directors, such as Wes Anderson, the director of The Grand Budapest Hotel. Our crew consisted of approximately 140 people, whose wishes and needs we had to provide for in this historic Art Nouveau hotel, which at the time was almost fully booked with nearly 200 rooms taken. For example, while shooting the elevator scene, we completely closed off one of the central elevators, while maintaining complete discretion throughout the shoot.
Case Media – Sybille Short Film (Video)
Production Logistics – Large-Scale Studio Infrastructure
Hungary is home to many modern, well-equipped studios of exceptionally large scale, among which Odette’s, Sybille’s and Margit’s short films were shot in the region’s grandest. While the sets of Odette and Margit represent Prada’s typical, minimalist style, Sybille’s short was set in a jungle for which a long strip of wooded area had to be constructed using real plants. Making the most of the studio’s size, next to the sets, we were able to assemble completely separate, exclusive workspaces for Prada’s creative team in order to ensure a calm creative environment.
Case Highlight – Campaign Photography and Production Support
Campaign photographs with white backgrounds were also created and also functioned as film posters. Progressive Productions provided complete local production and location support for the fice-day shoot. The photos related to the short films can be viewed by clicking here.
Call to Action – Get in Touch
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