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Italian fashion house Prada brought its spring 2014 print advertising campaign to life with a social video that shows the models reacting to fictional settings.
Prada’s video includes three outfit changes for the cast of models, and was released well after its print campaign first appeared in magazines and digital versions of the images circulated. This video is able to showcase even more fashion in a fun manner.
“This collection is bright and is conveys the excitement and spectacle represented in the 2014 line,” said Amanda Rue, strategist at Carrot Creative, New York.
“The video features a range of looks in a variety of reactions from tennis to cinema,” she said. “It communicates the color and diversity of the new spring collection.
“Prada’s striking visuals of lots of models wearing bright colors on a black background make the video visually compelling. While it lacks a strong narrative, the visuals deliver in a way that invites the viewer to keep watching.”
Ms. Rue is not affiliated with Prada, but agreed to comment as an industry expert.
Prada did not respond by press deadline.
Change of scenery
Prada’s video, like its print ads, features a cast of 18 models. The 90-second video shows the models against a black background reacting to what they are seeing off screen.
The video begins with the sound of clapping. The models standing in rows wearing bright, multicolored ensembles. A tennis ball flies over their heads and they all reach for it while screaming.
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The models turn their heads back and forth, intently watching an imaginary game play out. A rhythmic soundtrack of stomping and breathing plays in the background.
A whistle blows and the models all boo.
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The scene changes and the models are sitting in a movie theater wearing different attire. Something scary appears onscreen and they shield their eyes.
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The air changes, and the group of models laughs and ‘awws’ at the screen.
A cellphone rings, and the model front and center picks up and takes the call. This starts a chain reaction of the other models pulling their phones out and carrying on conversations. As the models reach into their bags, the camera zooms in for close-ups.
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A model in the back row retaliates to the noise by throwing popcorn. This starts a minor food fight.
Prada’s third scene shows the group styled in a third way at a concert. The models snap photos, dance and scream.
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The end image is of the models doing the wave.
Prada released the video on its social media accounts, as well as featuring it on its Web site alongside the print campaign images. As of press time, the video had close to 14,500 views on YouTube.
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Better together
Prada frequently uses film to expand on its print ad campaigns.
For example, Prada released a video partner to its resort 2014 print campaign that focuses on accessories to target consumers shopping during the holiday season.
The video, which was released on Prada’s Web site, focuses more on the accessories than the print campaign does by showing them in close-up. Filming video footage alongside the still photos allowed Prada to showcase more of its products than would fit within a typical print ad spread (see story).
Also, Prada-owned Miu Miu released a fast-paced spring 2014 campaign video that features a crop of new entertainment talent to reach a younger demographic who are the actresses’ peers.
Miu Miu’s video flashes between clips of actresses Elizabeth Olsen, Lupita Nyong’o, Bella Heathcote and Elle Fanning at a rapid pace, creating an almost strobe-like effect and allowing the brand to showcase a lot of different looks. This mimics the appearance of social blogging photos, such as graphic interchange formats, or GIFs, which will help the brand appeal to a younger, more social media-connected audience (see story).
Like its other videos, this campaign film gives Prada another medium and channel to express its point of view.
“The video brings the concept to live in a way that is not possible through print alone,” Ms. Rue said. “As with many campaigns, this features print, digital and video components.
“This ensures a consistent and memorable message across all channels.”
Final Take
Sarah Jones, editorial assistant on Luxury Daily, New York