Progressive Productions

Production Services in Hungary & Austria

Case Overview – Project headline and key visual

PRADA

SS19 Campaign

A close-up photo from the Prada SS19 campaign featuring a pointed black Prada heel worn with sheer sock-style hosiery on a model’s leg.
Campaign still from the Prada SS19 photoshoot. This page is a case study of the Budapest-based campaign production, featuring finished campaign images, campaign short films, social media highlights, creative concept insights, and related film series references.

Credits

Image gallery from the SS19 Campaign

  • Liu Wen in a Prada SS19 look wearing a cream layered top with a black ribbon detail and carrying a structured red Prada bag, posed against an enlarged black-and-white portrait of herself.
  • A photo from the Prada SS19 campaign featuring Anok Yai wearing a double-breasted black coat with gold buttons over a white dress, paired with a studded headband and a chain-strap Prada bag.
  • A photo from the Prada SS19 campaign featuring Freja Beha Erichsen wearing a black cut-out top, a green-and-purple pleated skirt, and a light gray Prada handbag, styled with a lime-green headband.
  • A photo from the Prada SS19 campaign featuring Maike Inga wearing a studded headband, a black high-neck top, and brown tailored shorts while holding a small beaded Prada bag.
  • A photo from the Prada SS19 campaign featuring Gigi Hadid wearing a sculptural red coat with a pink headband and carrying a white Prada shoulder bag with black detailing.
  • A photo from the Prada SS19 campaign featuring Liu Wen wearing a black A-line dress layered over a grey cut-out sleeve top, styled with a red headband and a rounded black Prada handbag.
  • Maike Inga standing in a cream coat with gold buttons and holding a pink Prada handbag, posed in front of a large black-and-white close-up portrait of herself for the Prada SS19 campaign.
  • A photo from the Prada SS19 campaign featuring Anok Yai wearing a sheer polka-dot dress with layered panels and a studded headband, holding a structured white Prada bag with black and red detailing.
  • A photo from the Prada SS19 campaign featuring Gigi Hadid wearing a patterned red-and-navy top with a cut-out neckline, paired with a black skirt, white socks, and a glossy dark Prada handbag.
  • A photo from the Prada SS19 campaign featuring Gigi Hadid wearing oversized black sunglasses and a pink sculptural headband, styled in a red collared look against an enlarged monochrome portrait.
  • Freja Beha Erichsen wearing a grey sweater with cut-out sleeves and a cream A-line skirt, holding a black structured Prada bag, posed in front of a large monochrome close-up portrait of herself for the Prada SS19 campaign.

Case Overview – Film-Led Campaign Concept & Budapest Shoot

The print campaign of Prada’s SS19 collection was built around their campaign short films. These were based on memorable scenes of the 20th century’s classic films, that then became reborn in the exclusive clothing brand’s unparalleled style, thereby developing into being completely independent short films. The films and the campaign photos accompanying them were all shot in Budapest.

Case Highlight – Film-to-Photo Poster Concept

Each of the 5 films we shot is centred around a chosen Prada bag model (Sidonie, Odette, Belle, Sybille, Margit) and the models wearing them. The film was shot in minimalist sets typical of Prada campaigns, while the photos were taken in front of completely white backgrounds. It was not a secret goal for these to function as the posters of these films, which is why the white backgrounds aim to highlight the representation of the film characters by models. Next to the personalised makeup and hair, the subtle theatrical representation of the models’ emotions was also key.

Case Highlight – International Casting & Airport Location

The casting of the models was defined by internationality, which is why the Egypt-born Anok Yai, the Chinese Liu Wen, the American Gigi Hadid, the Danish Freja Beha Erichsen and the German Maike Inga became the main faces of the campaign. This was the first time that Gigi Hadid was featured in a Prada campaign. The short film starring the bag was recorded in Budapest’s disused airport terminal. The dual grandiose and minimalist nature of the location was able to provide the film with a truly special atmosphere. The photographs perfectly convey the character that Gigi Hadid acts in the film.

Case Media – Sidonie Short Film (Video)

PRADA SIDONIE

Case Highlight – Photo-to-Motion Social Concept

In the social part of the campaign, the photos and the film become one with the use of various visual effects. The photograph turns into moving image, then returns back into being a photograph again, thereby creating a genuine connection between these two artistic and technical forms.

Case Highlight – Campaign Film Series Reference

Progressive Productions supplied all the services, location and crew in Budapest that was needed to shoot the 5 short films. Click here to view the other films, which can be viewed among our other moving image references.

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